Heinz has pinned hopes of increasing sales of organic ketchup on the launch of its new top-down bottle, which was developed in response to the growing organic market and increased consumer demand for convenient packaging.
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The organic market in the UK, with is currently valued at GBP999m (US$1.96m), has grown in value by 28% over the past two years. Heinz said that its Organic Tomato Ketchup has seen its purchase frequency double in the last three years while the brand has grown by over 50% in volume and value in four years, to reach a value of GBP2.86m.
The company said that, with about 75% of UK Heinz ketchup sales in the top-down format, the company hopes that the new packaging will further boost sales of organic ketchup.
“As sales of Heinz Organic Tomato Ketchup continue to grow and consumers demonstrate their willingness to pay a premium for the convenience and practicality that top-down gives them, we’re confident that the launch of Heinz Organic Tomato Ketchup Top Down will deliver a strong boost to the value of the category,” said Caroline Clarke, Heinz Tomato Ketchup marketing manager.
