First Price tomato ketchup contains 77,5 percent less tomato paste and lists water as its primary ingredient compared to Orklas, according to an analysis by food activist and economist Anders Nordstad.
Why Unit Pricing Fails on Private-Label Ketchup
Shoppers are frequently advised to check unit prices rather than sticker costs, but strict per-kilogram comparisons can obscure quality differences between food items. In a public critique posted to Facebook, Anders Nordstad highlighted how budget condiments distort consumer value by substituting primary agricultural ingredients with water.
According to figures cited by Nordstad, Idun Tomatketchup costs 54,53 kroner per kilogram and contains 80 percent tomato paste. By contrast, the cheapest option from First Price costs 19,90 kroner per kilogram and contains just 18 percent tomato paste. Nordstad pointed out that when calculating the effective cost of the pure tomato paste inside each package, the budget alternative scales up to 110,56 kroner per kilogram, eclipsing traditional options.
“Ser du på First Price-ketsjupen, så fremstår det som et likeverdig alternativ til annen ketsjup,” Nordstad told DinSide, noting that the product is intentionally designed to mimic standard condiments while delivering fewer raw tomatoes.
Pro tip: Always scan the ingredient list for the order of components. Ingredients appear in descending order by weight at the time of manufacturing. If water leads the list instead of tomato derivatives, the product contains a higher liquid dilution.
Manufacturer Defense and Production Standards
NorgesGruppen defended the product formulation after facing criticism over the low tomato content. Kine Søyland of NorgesGruppen confirmed the accuracy of the 18 percent tomato paste figure in an email to DinSide, explaining the technical mechanics behind industrial condiment production.
“Tomatpuré er imidlertid et konsentrat, der mesteparten av vannet i tomatene er fjernet,” Søyland stated, noting that fresh tomatoes naturally consist of roughly 95 percent water. Production requires over five kilograms of raw tomatoes to manufacture a single kilogram of tomato paste.
Accounting for this concentration, NorgesGruppen stated that roughly 1,07 kilograms of tomatoes are utilized to produce one kilogram of First Price ketchup. Søyland explained that water must be added back alongside other ingredients to achieve the correct texture, and maintained that the budget line is specifically developed to provide value for money.
Market Comparison of Tomato Content Across Brands
Ingredient disclosures across Norwegian grocery shelves reveal significant variation in tomato paste concentration and pricing structures:
- First Price Tomatketchup: 18 percent tomato paste, 19,90 kr/kg (1 kg)
- Superbra Ketsjup: 41,46 percent tomato paste, 159,67 kr/kg (300 g)
- Xtra Tomatketchup: 45 percent tomato paste, 20,90 kr/kg (1 kg)
- Rema 1000 Prima Tomatketchup: 50 percent tomato paste, 19,90 kr/kg (1 kg)
- Heinz Tomato Ketchup: 61 percent tomato paste, 66,67 kr/kg (570 g)
- Pølsemaker Bergbys Tomatketchup: 71 percent tomato paste, 68,43 kr/kg (510 g)
- Idun Tomatketchup Original: 80 percent tomato paste, 51,13 kr/kg (530 g)
- Änglamark Økologisk Ketchup: 89 percent tomato paste, 117,80 kr/kg (500 g)
Alternative producers utilize vastly different sourcing methods. Erik Solvang, chairman and co-founder of Superbra, noted that tomato paste quality varies depending on whether processors include stems and husks or restrict ingredients solely to ripe fruit. Superbra utilizes a high-concentration paste combined with honey, yielding 2,9 kilograms of tomatoes per kilogram of finished ketchup.
Nutritional Value and Health Impacts of Processed Tomatoes
Dietary evaluations show that ketchup with high tomato concentrations can offer distinct health benefits despite added sugars and preservatives. Previous nutritional reviews conducted by Bramat concluded that tomato-dense condiments carry advantageous properties compared to raw produce.
According to findings cited by Bramat, cooked tomatoes have better effect on health than raw tomatoes. However, nutritionists caution that high sugar levels in standard commercial varieties mean consumers must weigh tomato density against overall sweetener content.
Did you know?
Fresh tomatoes are roughly 95 percent water naturally. Industrial processors remove this moisture to create dense tomato concentrates, which are later rehydrated during sauce manufacturing.
Frequently Asked Questions
Why is water listed as the first ingredient in budget ketchup?
Water is listed first because manufacturers must state ingredients in descending order by weight at production time. Budget ketchups use more added water to dilute tomato paste and achieve standard pourable consistency.
Does low tomato content mean the product is cheaper overall?
While the sticker price per unit is lower, critics argue that calculating the effective cost per kilogram of pure tomato paste reveals that budget options can be less cost-effective than products with higher initial tomato concentrations.
Are ketchups with high tomato content healthier?
According to past evaluations by Bramat, products with higher tomato paste concentrations deliver larger amounts of antioxidants, though buyers should still check labels for added sugars.
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