Saucy: Volkswagen Debuts Limited-Edition Ketchup at Techno Classica 2010

Saucy: Volkswagen Debuts Limited-Edition Ketchup at Techno Classica 2010

It seems as though Volkswagen enjoys a different sort of success over in Europe.

First, we were surprised to learn that the German automaker produced a limited-edition condiment called Volkswagen Classic Ketchup. Second, we were even more surprised to learn that V-Dub ketchup has been available for years: it was first produced in the 70s as a collaboration with food giant Kraft. Third, we had no idea Volkswagen also produced (and serves) curried sausage to their factory workers.

That curried sausage companion, Volkswagen Spiced Ketchup, was first available for purchase in 1997, with 20,000 bottles sold. How popular is this stuff? They’ve sold more than 100,000 bottles of it in the first 10 weeks of 2010, according to the company. The 1,000-run Classic ketchup variety was produced to celebrate the 40 years of Volkswagen ketchup. Not bad for a sauce…

Volkswagen Spiced Ketchup was born back in the 1970s (a collaboration with Kraft) as the ideal complement to VW’s curry sausage. It is said to have a thicker “viscosity” than standard ketchup and a unique flavour, the recipe for which is, like that of the curry sausage itself, as closely guarded a secret as any classified automotive R&D project.
In 1997, Volkswagen began officially bottling and selling the Spiced Ketchup. In that year, 20,000 bottles were sold. Since then the sauce has gone from strength to strength (in numbers, not spiciness): in 2009, over 425,000 bottles were sold and in the first 10 weeks of 2010, 100,000 bottles have already been sold. The difference between Volkswagen Spiced Ketchup and Volkswagen Classic Ketchup? VW asks us to imagine the c

Techno Classica held in Essen, Germany, is an annual fan event that features classic models, concepts, and race cars from the past that are dusted off and shown. A variety of automakers take part, and we wish there were more events like this here in North America. We looked over this year’s program and noticed Volkswagen was showing an original Golf Country, as well as the Paris-Dakar-winning Iltis (the vehicle also lent its drivetrain to original Audi Quattro prototypes.)

Thanks, Volkswagen. Now we’re craving off-roading and currywurst… Have any of our readers tasted this stuff? Does this car-branded sauce cut the mustard?