Will America Embrace Volkswagen’s Famous Currywurst Ketchup?

Renowned car brand Volkswagen is bringing something special to America, and no, it’s not a souped-up Beetle or VW Bus—it’s ketchup.

You’re probably wondering if this is just a marketing gimmick to catch consumers’ attention. As strange as it may seem, while Volkswagen is best known for its iconic cars, the brand has actually been producing food items for its German plant employees for decades. Enter the famous VW Gewürz Ketchup.

Though likely unfamiliar to most Americans, VW Gewürz Ketchup has built a devoted cult following in Europe. This spiced tomato sauce, originally made to pair with VW’s Currywurst sausage, has been a staple in Volkswagen’s German canteens since 1973. Now, it’s making its debut in America.

To convey the importance of Gewürz Ketchup, it’s important to understand German Currywurst. VW’s chefs cooked up this one-of-a-kind sausage back in 1973. The curry-like Gewürz Ketchup complimented the dish, making it a match made in wurst heaven. To be clear, this is not the same type of ketchup you squirt on your fries from Heinz, as it’s something more like a thick and creamy sauce. The recipe is so top secret that the exact blend of spices to make the ketchup is only known to a handful of VW chefs you can count on one hand. 

The ketchup launch is a part of Volkswagen’s larger 75th-anniversary celebration in America, giving a nod to the brand’s history and loyal enthusiasts. The celebratory launch will also include spotlighting stories of fans on the VW’s website. 

Americans will need to put their foot on the gas if they want a chance to try this cult-tastic ketchup as the company is offering one bottle free of charge on its DriverGear merchandise portal—while supplies last. 

If you’re based in Los Angeles, you’ll have another opportunity to sample the ketchup at ChainFEST on October 5.