Heinz has launched a range of ketchups in jars to drive new usage occasions.
In-store from this month, the ketchups come in 300g glass jars in two flavours: Heinz Tomato Ketchup with Balsamic Vinegar, Basil & Oregano; and Heinz Tomato Ketchup with Roasted Garlic, Thyme & Honey (rsp: £1.79).
“Our aim is for Heinz Tomato Ketchup to be enjoyed at every mealtime, and the new jar format means our consumers can simply spoon out and enjoy more often,” said Heinz senior brand manager Emma Rumble.
The launch will be supported by an integrated marketing campaign including in-store activity.
Heinz Tomato Ketchup is the market leader with a 77% value share of the £153m tomato ketchup category [Nielsen 52 w/e 1 September].
Heinz is also launching a cross-category in-store campaign – For Great Tasting Winter Warmerz, It has to be Heinz – featuring products dressed in winter hats and scarves.