Who: Kraft Heinz
What: Heinz Gourmet Ketchup: Roasted Garlic & Sundried Tomato
Where: Table sauces
How much: £2.19 for 253ml
Why: With its core Tomato Ketchup’s value having slipped by 4.6% [Nielsen 52 w/e 8 September 2019], Heinz moved this summer to recoup that near-£5m loss with the premium Gourmet trio. It promises “the familiar, much-loved taste of Heinz Tomato Ketchup with an adventurous twist”, while this variant has “the sweet subtlety of roasted garlic” according to its maker.
Consumer verdict: The initial response from shoppers was largely positive, but purchase intent fell considerably following testing. The main sticking point was a perceived lack of value for money. The product was described as “very pricey” and “on the expensive side”. There were also complaints about the sauce being “too thick”, “very sweet” and “too garlicky”. Nevertheless, it scored above the norm for taste, aroma and packaging, with praise for the “very appealing flavour”, “good consistency” and the potential to “complement many meals”.
Pre-trial purchase: 42%
Post-trial purchase: 19%
Better than what’s out there: 57%
New and different: 83%
Overall score: 34/50
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