Pluckk, fresh food and clean-label brand, has added a Guilt-Free Tomato Ketchup to its range of everyday essentials. This move brings the brand’s focus on honest ingredients to urban households, offering the familiar taste of a classic ketchup without the usual additives such as preservatives, artificial thickeners, and refined sugar.
Made in small batches, the ketchup is a wholesome upgrade to an everyday staple found in most Indian homes, especially those with children. It is made with real tomato paste and replaces refined sugar with the natural sweetness of jaggery, while remaining low-calorie. By leaving out xanthan gum, thickeners, and preservatives like sodium benzoate, the brand addresses a category that has largely stayed outside the clean-label conversation. It does so without asking consumers to change their habits or compromise on taste.
Pratik Gupta, Co-founder and CEO, Pluckk, said, “Ketchup is one of those products that finds its way into homes almost automatically, especially where there are children. Yet, it’s rarely questioned. We wanted to change that, not by turning ketchup into a health product, but by making it cleaner, more honest, just like the rest of the food people eat every day, and just as enjoyable. Our goal is to take away the unnecessary guilt or second thoughts that come with packaged food today, without taking away the taste people love.”
Pluckk’s Guilt-Free Tomato Ketchup is economically priced, making it an easy, everyday choice for families while staying mindful of what goes into it. The brand’s accessible pricing and transparent ingredients also reflect the expectations of Gen Z, with 87% prioritizing quick-commerce as the main shopping channel. They focus on health, functional benefits, and verified ingredient information rather than emotions or brand loyalty, and are willing to pay a premium when authenticity is clear through data, third-party claims, or real customer experiences. With its clean-label focus, Pluckk is addressing the growing demand for transparency, better ingredients, and everyday choices people can feel comfortable making.
“Trust in packaged food has eroded because labels have become harder to read and easier to doubt. Our aim is to build Pluckk into one of India’s most trusted clean-label brands, starting with the everyday staples that people use without thinking twice,” added Pratik.
With this addition to its range, Pluckk continues to bring honest ingredients into everyday food, making clean choices both easy and enjoyable. Pluckk’s Guilt-Free Tomato Ketchup is currently available for purchase on the brand’s official website and on Amazon India, and will soon be available across leading quick-commerce platforms like Swiggy Instamart and Zepto.
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