master-cooks | How Heinz's Limited Edition Ketchups Became A Colorful Failure

Heinz's limited-edition colorful ketchups, launched in the early 2000s, were an ambitious attempt to innovate and capture the attention of younger consumers. The company introduced a range of ketchups in vibrant colors like green, purple, and blue, hoping to appeal to children and families by making mealtimes more fun and engaging. Initially, the novelty of these unconventional ketchup colors sparked curiosity, leading to a temporary surge in sales as consumers were eager to try something new and different. However, the excitement was short-lived as the novelty wore off. Consumers started to question the necessity and appeal of having ketchup in colors that deviated drastically from the traditional red. Many found the brightly colored ketchups unappetizing on their plates, as the hues clashed with the natural colors of food, leading to a disconnect between expectation and experience. Moreover, the added artificial coloring raised concerns among health-conscious parents, further diminishing the product's appeal. As sales dwindled, Heinz eventually discontinued the line, concluding that while the idea was creative, it failed to resonate in the long term with consumers who preferred the classic red ketchup they had come to trust and enjoy.

The amazing technicolor ketchup

The lifespan of EZ Squirt is likely not surprising for a novelty product aimed at children that gained more popularity than Heinz executives anticipated. When it debuted in 2000 at a low price of $1.79 for a full bottle, its vibrant colors and the nozzle's ability to create ketchup art led to impressive sales. By 2003, approximately 25 million bottles had been sold, resulting in a significant number of hot dogs and hamburgers topped with neon-colored ketchup. Following the success of green ketchup, purple was introduced, along with several other hues like blue, pink, and orange, as well as a standard red ketchup featuring the EZ Squirt nozzle and branding. They even released "Mystery Color" bottles, where the ketchup's color remained a surprise until opened.

However, there is limited evidence to suggest that kids were eager to continue purchasing it after finishing a bottle or two. Heinz made several attempts to keep the EZ Squirt line viable, including adding extra vitamin C and promoting it heavily on the packaging to alleviate concerns from families about the health implications of artificial ingredients, such as food coloring. Unfortunately, neither this strategy nor the introduction of new colors managed to maintain the interest of children or parents, leading households to revert to traditional ketchup that wouldn’t offend their guests. EZ Squirt was ultimately discontinued in 2006, marking a peculiar chapter in ketchup history.

How Heinz's Limited-Edition Ketchups Became A Colorful Failure

The amazing technicolor ketchup

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