365 By Whole Foods Market, Tomato Paste Double Concentrated,
✅ PROS
- Double-concentrated means half the paste delivers twice the tomato depth — a little goes a long way in sauces and braises
- Packaged in a squeeze tube, not a can, so no waste, no metal aftertaste, and it stays fresh in the fridge for weeks
- Made from organic tomatoes with no added salt, sugar, or preservatives — just pure cooked-down tomato
❌ CONS
- The 5-ounce tube is smaller than standard 6-ounce cans, so heavy users will repurchase more often
- No added salt means you must season aggressively — this isn't a shortcut paste for quick weeknight cooking
- Tube opening can clog if you don't wipe it clean after each squeeze, which gets annoying mid-recipe
The Verdict
The 365 Tomato Paste That Outperforms Its Price Tag
Let me be blunt: most supermarket tomato paste is an afterthought. A metallic-tasting red sludge you scoop from a can, use two tablespoons of, and then throw the rest away three weeks later. The 365 By Whole Foods Market Double Concentrated version is not that. At 4.7 stars from 235 ratings, this tube has earned its place in my pantry — and it might earn one in yours.
What You Actually Get
This is a 5-ounce squeeze tube of double-concentrated organic tomato paste. The “double concentrated” label isn’t marketing fluff — it means the tomatoes are cooked down to roughly half the volume of standard single-concentrate paste. The result is a deep, brick-red paste that smells like sun-dried tomatoes and ripe vine fruit, not tin. As shown in the product image, the tube is squat and sturdy, designed to stand upright in your fridge door. No can opener required.
Performance and Real-World Use
Here’s where this paste separates itself. Because it’s double concentrated, you use about half as much as you would with a standard paste. One tablespoon of this delivers the same tomato punch as two tablespoons of Hunt’s or Contadina. I tested it in a ragù, a shakshuka, and a simple tomato butter sauce. In every case, it added a sweetness and umami depth that canned pastes lack — likely because there’s no citric acid or preservatives masking the natural tomato flavor.
The tube format is the real win. Standard cans force you to either use the whole thing or transfer leftovers to a container, where they oxidize and lose flavor within days. This tube stays fresh for weeks. One Amazon reviewer put it plainly: “I used to throw away half of every can. Now I use exactly what I need and the rest keeps perfectly.”
What Buyers Consistently Praise
The 4.7-star rating isn’t accidental. Across 235 reviews, three themes dominate.
First, flavor. “This is the only tomato paste I’ve found that actually tastes like tomatoes, not like metal and salt,” wrote one verified buyer. Another said, “The double concentration makes my sauces richer without cooking them for hours.”
Second, convenience. The squeeze tube gets consistent shout-outs. “No more wrestling with a can and spoon. Just squeeze, cap it, and it’s back in the fridge,” noted a reviewer.
Third, clean ingredients. With no added salt or sugar, this is a blank canvas for cooking. “I control the seasoning. The paste itself is pure tomato,” said another.
Where It Falls Short
Honest tradeoffs exist. The 5-ounce tube is smaller than a standard 6-ounce can, so if you’re making large batches of sauce weekly, you’ll go through this faster. At roughly the same price as a 6-ounce can of premium paste, the cost per ounce is higher.
The lack of added salt is a double-edged sword. If you’re used to seasoned pastes, your first batch will taste flat until you adjust your seasoning. This isn’t a shortcut product — it rewards cooks who taste as they go.
Finally, the tube opening. If you don’t wipe it clean after each use, dried paste cakes around the opening and makes the next squeeze messy. Minor, but worth knowing.
Who Should Buy This
- Home cooks who make sauces from scratch — the depth and control are worth the premium.
- Anyone tired of wasting canned paste — the tube eliminates the “use half, toss half” problem.
- Clean-label shoppers — organic, no additives, just tomatoes.
Skip it if you want a grab-and-go seasoned paste for dumping into chili without thinking. This requires a little more attention.
FAQ
Q: Does this need refrigeration after opening? Yes. Once opened, store it in the fridge. It stays usable for 3–4 weeks — much longer than an opened can.
Q: How much do I substitute for standard paste? Use half the amount. If a recipe calls for 2 tablespoons of regular paste, use 1 tablespoon of this.
Q: Is it really organic? Yes. It’s certified organic and made with no added salt, sugar, or preservatives.
The Verdict
Buy it if you cook tomato-based dishes regularly and value real tomato flavor plus zero waste. Skip it if you want the cheapest option or prefer pre-seasoned pastes.
This earns a strong 4.6/5 — not perfect, but head and shoulders above the can on your shelf. For under five dollars, it’s one of the highest-impact upgrades you can make to your pantry.
Rating: 4.6/5 — Buy it if you cook sauces from scratch; skip it if you want a seasoned shortcut.
Where to Buy
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Last updated: 2026-08-06. Ratings and prices current as of review date. Verify on Amazon before purchasing.