Pluckk has expanded its clean-label product range with the launch of a guilt-free tomato ketchup, targeting urban Indian households seeking healthier everyday food choices.
The company said the new ketchup is produced in small batches using real tomato paste and replaces refined sugar with jaggery for natural sweetness. Positioned as a low-calorie alternative, the product is free from preservatives, artificial thickeners, xanthan gum and additives such as sodium benzoate, which are commonly used in conventional ketchup brands.
Pluckk said the launch aims to introduce greater transparency and cleaner ingredients in a category that has traditionally received limited consumer scrutiny. The brand has focused on retaining the familiar taste of classic ketchup while eliminating additives that often raise health concerns, particularly among families with children.
Pratik Gupta, Co-founder and CEO of Pluckk, said ketchup is a staple in most households but is rarely examined for ingredient quality. He added that the company’s goal was not to reposition ketchup as a health product, but to make it cleaner and more honest without compromising on taste.
The product has been competitively priced to ensure affordability for daily consumption. According to the company, the launch reflects evolving consumer behaviour, especially among Gen Z shoppers who increasingly prioritise health benefits, ingredient transparency and verified claims over traditional brand loyalty. Pluckk noted that quick-commerce platforms are emerging as preferred shopping channels for younger consumers seeking convenience and informed purchasing decisions.
Pluckk’s guilt-free tomato ketchup is currently available on the brand’s official website and on Amazon India. The company plans to widen distribution through quick-commerce platforms such as Swiggy Instamart and Zepto in the coming weeks.
With this launch, Pluckk continues to strengthen its positioning as a clean-label food brand focused on ingredient transparency and everyday wellness-driven consumption.