Heinz is to launch a new purple ketchup to complement its current range of red and green.  A new color option is a natural extension to the hit EZ Squirt product range, and purple was the favorite of the kids Heinz polled. The success of EZ Squirt reflects Heinz’ successful turnaround of its ketchup business, thanks to successful marketing to kids, teens and adults. Now it needs to transfer this strategy to other, flagging areas of its product range.

Company Profile:

H J Heinz

After the smash hit success of EZ Squirt Tomato Red and Blastin’ Green ketchup, which has sold 10 million units so far, Heinz is launching a new product to add to the artistic potential of dinnertime. From early September, American kids will be able to draw with purple ketchup as well.

“The tremendous success of Heinz EZ Squirt Blastin’ Green showed us that kids love decorating their food with colors that are bright, wild, even a little – funky,” said Casey Keller, managing director for Ketchup, Condiments and Sauces at Heinz North America. “Literally thousands of people called, wrote or emailed us demanding a new Heinz EZ Squirt color, and the vast majority of kids asked for purple.”

Purple seems to be the color of choice at the moment for kids. “Just look at kids’ entertainment, and you’ll find everything from purple computers to Harry Potter lightning bolts,” commented Brian Hansberry, vice president of marketing for the division. “Purple is a bold, fun color that brings a hint of mystery and magic to kids’ condiment creations.”

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A few years ago, Heinz’ share of the ketchup market had fallen to just 43%. Their promotional strategy targeting kids by advertising on MTV and during popular teenage programs boosted their market share to above 50%. Then EZ Squirt ketchup came along, specially designed for kids’ smaller hands and their preferred two-fisted grip and with a narrower nozzle for easy drawing. It took a 6% share of the category within seven weeks of its launch.

Heinz has a solid understanding of its market. The fun aspect of the sauce is complemented by added vitamin C to appeal to the parents who actually make the purchase. Given the major success of the current offerings, all indications suggest that EZ Squirt Funky Purple will be another big seller.

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To view related research reports, please follow the links below:-

The 2000-2005 World Outlook for Ketchup

Sauces, Dressings and Condiments: The International Market