For some time, Heinz organic ketchup has been available to consumers in Europe and Canada, and now the product is set to hit US shelves.
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Heinz Organic Ketchup should be available for purchase in US supermarkets nationwide by the end of the summer, the company said.
Sales of organic ketchup in the US are currently worth about US$600,000, compared with an overall ketchup market worth around US$500m. Organic ketchup currently retails under specialty brands such as Muir Glen, Walnut Acres and the labels of organic grocers such as Whole Foods Market Inc.
“We’re awfully bullish about this,” Brian Hansberry, Heinz’s vice-president of marketing for ketchup, condiments and sauces, told Reuters. “Any time we can get into a category that has been virtually flat, into a segment that’s growing at double digits, it puts us ahead of the pack.”
As with most organic products, the new ketchup will be more expensive than its regular counterpart. Consumers will pay about 50% more ounce for ounce.
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By GlobalData
