Heinz Aims to Dominate the Ketchup and Mustard Market
Laura McQuarrie — June 11, 2015 — Marketing
References: news.heinz & nydailynews
Enjoying ketchup and mustard on hot dogs and burgers is a huge part of summer, but now the brand products you choose pick up off the grocery store shelf will play a part in the competition of the condiments.
Although Heinz is best known for its ketchup and French's dominates the mustard market, both brands now provide the companion condiments with Heinz Yellow Mustard and French's Tomato Ketchup. Both of these new offerings are branded in a way that boasts the natural ingredient lists.
Well aware of this friendly rivalry, Heinz released a commercial called 'Heinz Ketchup Got a New Mustard.' French’s President Elliott Penner admits "It’s a funny little ad," but also retorts: "They've actually been in the mustard business a long time. They must be taking another shot at it."
Although Heinz is best known for its ketchup and French's dominates the mustard market, both brands now provide the companion condiments with Heinz Yellow Mustard and French's Tomato Ketchup. Both of these new offerings are branded in a way that boasts the natural ingredient lists.
Well aware of this friendly rivalry, Heinz released a commercial called 'Heinz Ketchup Got a New Mustard.' French’s President Elliott Penner admits "It’s a funny little ad," but also retorts: "They've actually been in the mustard business a long time. They must be taking another shot at it."
Trend Themes
1. Competitive Condiment Marketing - Creating witty and humorous ads that highlight friendly rivalries between condiment brands.
2. Natural Ingredient Emphasis - Branding companion condiments with natural ingredient lists to cater to consumer preferences.
3. Expansion Into New Markets - Established brands entering new condiment markets to diversify their product offerings.
Industry Implications
1. Food and Beverage Marketing - Opportunities for creative advertising campaigns that showcase the competition between condiment brands.
2. Health and Wellness - Growing demand for condiments made with natural ingredients, providing opportunities for natural food companies.
3. Food Manufacturing - Opportunities to expand product lines and capture new market share by introducing companion condiments.
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