Case Study : Heinz Tomato Ketchup

Business Aims

Heinz had developed a new variation of Tomato Ketchup using balsamic vinegar with the aim of bringing ‘new news’ to the category and to increase loyalty and purchasing among adult consumers.

Marketing Sciences Solution

150 tomato ketchup buyers were recruited to central locations around the UK. After giving their views on the proposed idea of a ketchup made with balsamic vinegar, they then tried the proposed ketchup – on both chips and on sausages.

Client Impact

The research showed that the concept was clearly understood, relevant and motivating.  The product also lived up to their high expectations on both types of foods and with no need for any optimisation. It was seen as a great move for the brand and improved impressions of Heinz overall.  The new product was launched in March 2011 with the first 3,000 bottles exclusively available via the Heinz Tomato Ketchup UK Facebook page.