US: Heinz launches "Fridge Door" ketchup bottle
As the barbecue season gets into full swing, Heinz has launched a new large-sized bottle for its Heinz Ketchup brand called the Heinz Fridge Door Fit.
The Heinz Fridge Door Fit Ketchup is available in 46oz and 64oz sizes and features a compact shape that fits into the refrigerator door with side grips for easy handling. The nationwide launch is timed to coincide with the peak cookout period where demand for ketchup reaches its high.
"Ketchup and summer cookouts go hand in hand," said Wendy Joyce, senior brand manager for Heinz Ketchup. "By launching Heinz Fridge Door Fit Ketchup during the peak of the cookout season, we're taking advantage of an opportune time for consumers to experience our latest innovation. Whether it's for a 4th of July cookout, last-minute summer gathering or everyday family meal, Fridge Door Fit Ketchup ensures you'll have more of what you love for any meal occasion and makes pouring America's favorite thick and rich Ketchup effortless."
In a recent national survey, commissioned by Heinz, 75% of people said they are either likely or very likely to be at a cookout this 4th of July weekend and 46% of them said that ketchup is their favorite condiment for cookouts - ahead of mustard, mayonnaise and relish. Another 45% of respondents said they use more ketchup during the summer months than at any other time of year and 44% said they are likely to stock up on condiments in preparation for Independence Day.
The launch of Heinz Fridge Door Fit Ketchup forms part of Heinz's Superior Value and Growth Plan, which includes introducing 100 new products this year and increasing advertising, among other major initiatives.
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