Siân Harrington
Heinz is to put £4m behind the launch of a Top Down Tomato Ketchup, designed to tap into the three-quarters of consumers who store ketchup upside down.
The newcomer, which will have full distribution by next month, contains a mechanism which cuts out when the user stops squeezing the bottle. This prevents ketchup from building up around the opening.
Heinz Europe president and CEO Joe Jiminez said the packaging was more convenient for consumers, almost 70% of whom already store their ketchup upside down.
Top Down has already been on sale in the US and has taken a 10% share of the category as well as growing it by 10%, said Jiminez. Heinz already claims to have a 73.5% value share of the ketchup market in the UK. The launch is the first since Jiminez formed an innovations executive comprising 12 Heinz marketing and technical directors from across Europe, dedicated to driving major pan-European innovations.
Top Down, which will retail here at £1.39, is launching in 19 countries with six different labels, four of which are multi-lingual. Marketing is set to include a TV campaign airing in September and instore ads.
Its arrival is part of a focus on convenience and health which also sees Heinz finally launching its microwaveable soup cups this month.
Aimed at both home consumption and eating on-the-hoof, these were originally delayed because of manufacturing problems. Four flavours are available and Heinz expects 80% distribution by the key autumn soup season.
Advertising kicks off in October, with new varieties launched later in the year.