Heinz HP Sauce is following ketchup's lead by turning upside down.

The new top-down bottle format aims to capitalise on consumers' willingness to pay a premium for a more convenient format. "HP is responding to consumer needs," said Paul Harvey, marketing manager.

The new 450g bottle (rsp: £1.59) has HP's familiar shape, but is easier to squeeze and control than the upright version, and has a stay-clean cap. It will be supported by a £4m marketing campaign.

HP Brown Sauce has a 72% value share of the £42m brown sauce market, which is growing at 2% year-on-year [IRI, 52 w/e 3 December 2006].