Volkswagen is currently facing many challenges, especially financial, with a debt of $448 billion.
But one product continues to stand out amidst the crisis: Volkswagen’s condiment ketchup.
Initially offered for a limited time through VW’s “DriverGear” platform, the ketchup quickly sold out, especially in the US. Since then, VW’s spicy ketchup has become a surprisingly popular item among the brand’s fans, as reported by Auto Bild.
For many years, Volkswagen has produced food items such as currywurst for employees at its German factories. Currywurst has been a staple in the company’s canteens since 1973 and is considered an important tradition among employees.
Photo: Volkswagen
In 2023, Volkswagen sold over 8.3 million servings of currywurst, an increase of 400,000 sausages compared to 2022. Currywurst is also available in many supermarkets in the state of Lower Saxony, where it is a well-known product.
Volkswagen’s currywurst was originally developed by the brand’s own chefs, and the recipe has remained a secret.
It was this very currywurst that inspired the development of the ketchup, which hit the market in 1996. Both products have gained widespread popularity, not only in Germany but internationally as well.
“This year, we are celebrating more than just car sales,” says Rachael Zaluzec, vice president of customer experience and marketing at Volkswagen.
“We celebrate memories, stories, and the unexpected things that make Volkswagen the brand it is today—including our spicy ketchup,” she adds.
In the US, Volkswagen is celebrating its 75th anniversary, and one person who has helped bring attention to the company’s food products is Jamie Orr.
For years, Orr has brought bottles of VW’s spicy ketchup as souvenirs from the company’s headquarters in Wolfsburg, sharing the red dip with other fans in the US.
Although many fans in the US were initially unable to get their hands on the ketchup, they won’t have to wait much longer. During ChainFEST in Los Angeles, held on October 5, the American importer announced that the item number '00010 ZDK-259-101' is back in stock.
