Whataburger is venturing into retail sales for the first time, announcing that its signature condiments—Fancy Ketchup, Spicy Ketchup and Original Mustard—will be sold exclusively at H-E-B stores in Texas and Mexico this summer.
The San Antonio-based chain’s Original Mustard, which dates to its founding in 1950, will be sold in 16-oz. containers with a label reading, “The True Taste of a Whataburger.” The Fancy Ketchup and Spicy Ketchup will be in 20-oz. containers, labeled “Bottled by Popular Demand” and “Wake Up You Taste Buds” respectively. The Spicy Ketchup, introduced as an LTO in January 2012, was recently brought back and now will be a permanent part of the Whataburger menu.
Additionally, H-E-B will offer a newly created product called Whatafries, billed as “a potato chip version of the french fry,” made from real potatoes and packaged in a 7.4-ounce bag.
Whataburger is the latest of several burger operations that have moved signature products to retail. Midvale, Utah-based Arctic Circle has sold its bottled Fry Sauce for decades. Cincinnati-based Frisch’s Big Boy sells its Tartar Sauce; White Castle hamburgers are available in retail freezers. Umami sells its bottled house ketchup, “Master Sauce” and other condiments, McDonald’s even licensed a retail mayonnaise brand briefly in Europe.
Independent burger bars are joining the retail trend as well. Blanc Burgers + Bottles in Kansas City, Mo., for example, sells its house ketchup and chipotle aïoli.