Ketchup isn't exactly a sophisticated condiment, so to reach the millions of customers with more refined tastes, Heinz is launching its Heinz Ketchup Balsamic Vinegar.
Heinz, a condiment that, according to BrandChannel, is found in 97 percent of American households and has 59 percent of the ketchup market share, is hoping to entice more classy customers by elevating its ketchup "on the sophistication scale." The new ketchup is blended with balsamic vinegar, which replaces the white vinegar traditionally used in its original ketchup formula.
As for Heinz's marketing strategy to promote the Heinz Ketchup Balsamic Vinegar, the brand isn't advertising the product at all; instead, it is relying solely on the brand's Facebook page, which will be augmented with photos of foods the brand has renamed, such as "haute dog" and "French frites." Further, the new ketchup will be sold only in glass bottles with black labels that are marked "limited edition." Only if sales are promising will the new ketchup become part of the brand's permanent product line.
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