Heinz’s New ‘Pickle Ketchup’ Hits Shelves in 2024
Heinz, the renowned ketchup brand, is set to introduce an unconventional condiment to its lineup, combining the classic taste of ketchup with the tangy essence of pickles. Named “Pickle Ketchup,” the innovative flavour is scheduled to hit grocery store shelves in early 2024.
The new condiment promises to blend the “tangy and savory flavour” of pickles with Heinz’s signature ketchup taste, aiming to deliver a unique and elevated flavour experience for consumers. Heinz recognizes the growing trend of experimental flavours in the food industry and aims to capitalize on consumers’ curiosity.
Food companies have increasingly ventured into creating unusual flavour combinations to capture consumer interest and spark conversations, contributing to brand recognition and potential sales growth. Heinz’s latest endeavour follows this trend, responding to a reported 73% of Americans expressing enjoyment of the taste of pickles, according to research cited by the company.
Katie Peterson, Director of Heinz Innovation at the Kraft Heinz Company, stated, “Increased desire for tasty, yet unexpected condiments has served as our innovation north star for the last several years.” The move aligns with broader shifts in consumer preferences, with younger generations seeking bolder and more adventurous flavour profiles in various food categories.
While the concept of blending pickles with ketchup might seem novel, it fits into the larger trend of introducing unconventional flavours across different product lines. Companies like Coca-Cola, Velveeta, and Mars Wrigley have experimented with unique flavour profiles in recent years, aiming to engage consumers and revitalize their brands.
Heinz’s foray into pickle-flavoured ketchup builds on the company’s longstanding association with pickles, evident in its iconic logo featuring a gherkin. Additionally, Heinz encourages consumers to experiment with ketchup using the new Heinz Remix machine, allowing them to incorporate flavour enhancers such as jalapeño and smoky chipotle.
As Kraft Heinz pursues innovation to drive growth, the company aims to generate an additional $2 billion in North American retail revenue through innovative products by 2027. The “Pickle Ketchup” launch aligns with this strategic focus on introducing novel offerings to meet evolving consumer tastes and preferences.
