Kids Help Pick Cool, New Color for Heinz Ketchup
PITTSBURGH, July 10, 2000 /PRNewswire/ -- Marking another first for the
nation's ketchup king, the H.J. Heinz Company (NYSE: HNZ) has announced plans
for the fall launch of Heinz EZ Squirt, the first ketchup designed especially
for kids. Developed in partnership with kids throughout the country, Heinz EZ
Squirt helps to transform kids' favorite foods through innovative packaging
that provides better control and more fun at mealtime. Tapping into the
enormous opportunity associated with America's favorite condiment -- and kids'
appetite for it -- Heinz EZ Squirt is expected to increase kids' mealtime fun
as well as their trips to the fridge.
(Photo: http://www.newscom.com/cgi-bin/prnh/20000710/NYM075 )
As the #1 consumer of ketchup, kids consume more than half of all ketchup
in the United States. Squirting ketchup onto everything from burgers to
broccoli, kids consume more than five billion ounces of ketchup each year.
Until now, however, kids have not had a ketchup to call their own.
Developed with input from more than 1,000 kids, Heinz has given its favorite
consumer the final say, relying on their assistance for the product's
packaging, dispensing system, name selection and new color choice.
Heinz EZ Squirt features one-of-a-kind packaging innovations that help to
make mealtime fun for kids: a new nozzle provides kids with better control
and an ultra-thin stream that directs ketchup exactly where kids want it.
Whether it's an airplane on a sandwich or flowers on a french fry, Heinz EZ
Squirt allows kids to personalize their food in new and exciting ways. The
new bottle is also customized with kids' needs in mind, featuring cool curves
for smaller hands and easier squeezing. Moms don't miss out either because
Heinz EZ Squirt is enriched with Vitamin C, making it the first and only
ketchup fortified for children.
Kids want to squirt in style, and Heinz understands how color plays an
important part in making food more interesting. To help kids transform their
food like never before, Heinz EZ Squirt will also be available in Blastin'
Green, a fun, new color aimed at providing children with excitement and
variety at mealtime.
"As every parent knows, kids have long used ketchup to personalize their
food," said Joe Jimenez, president and CEO, Heinz North America. "Heinz is
bringing fun to food with a ketchup that physically and intuitively encourages
both control and creativity."
Heinz Gets Pointers From Its Loyal Fans
In consumer research, both moms and kids gave Heinz EZ Squirt enthusiastic
reviews. One of the features that captured overwhelming attention was the
super-thin stream provided by the new nozzle. Among the key consumer insights
was the observation that kids naturally become more creative when using a
thinner stream of ketchup.
The bottle itself also received praise for providing greater control. The
Heinz EZ Squirt bottle features softer plastic and ergonomic curves to assist
kids with easier squeezing and control. The custom-fit curves accommodate
kids' instinctive two-handed grip, which, unlike their parents' routine,
'stirs the pot' in a circular motion when squeezing ketchup.
Declaring 'no more ordinary meals,' Heinz EZ Squirt fulfills a pledge to
add excitement to kids' favorite foods. New Blastin' Green EZ Squirt ketchup
redefines what a condiment can do. When asked for suggestions on how to
improve ketchup, new color was among the most frequently mentioned suggestions
by children. During interviews with kids, green was consistently cited as one
of their favorite colors.
With kids represented in more than 33 million U.S. households, products
marketed to this influential consumer make up a $10 billion business for
today's retailers. "We gained important, even subtle, insights from kids
about their need for control and creativity at mealtime," said Jimenez. "Kids
told us how to make eating a better experience, and Heinz EZ Squirt is the
solution that lets kids personalize their food."
Fun Means Frequent Visits To The Fridge
Heinz consumer research confirms that this innovation will increase volume
within the ketchup category. As the market leader, with steady increases in
share growth in recent years, Heinz Ketchup makes up approximately half of the
U.S. retail ketchup category. Heinz EZ Squirt will continue to fuel the
brand's impressive performance. Quantitative consumer research featuring kids
and their moms using EZ Squirt for the first time elicited an exceptionally
strong response to the new product: Virtually all kids (ages 6-12) indicated
that they will ask their parents to buy Heinz EZ Squirt Ketchup. More than
three-quarters of moms responded that they will purchase Heinz EZ Squirt, half
of whom expect that it will be in addition to their current ketchup purchase,
serving as their children's exclusive ketchup.
The new, ergonomically designed 24-ounce bottle will be available
nationally beginning this fall and will retail for approximately $1.79. The
U.S. rollout of Heinz EZ Squirt will be accompanied by national advertising
and promotional support.
William R. Johnson, president and CEO of the H.J. Heinz Company, called
today's announcement "another great example of how Heinz is innovating in all
its global categories, adding excitement and choice for the consumer." The
past twelve months have included record breaking innovations at Heinz,
including product and packaging developments for StarKist pouch tuna, Ore-Ida
recipe potatoes packaging, Boston Market frozen entrees, Italian and British
baby foods and College Inn Broth. The launch of Heinz EZ Squirt is the latest
innovation within the global Ketchup, Condiments and Sauces category, which
represents $2.4 billion in sales for the company and a three-year CAGR of
seven percent.
With sales of more than $9 billion, H.J. Heinz Company is one of the
world's leading marketers of branded foods to supermarkets and away-from-home
eating establishments. Its 50 companies operate in approximately
200 countries, offering more than 5,700 varieties. Among the company's
famous global brands are Heinz, StarKist, Ore-Ida, Weight Watchers, College
Inn, Boston Market, Smart Ones, Budget Gourmet and Bagel Bites.
SOURCE H.J. Heinz Company
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Related links:
http://www.heinz.com
Photo Notes:
NewsCom:
http://www.newscom.com/cgi-bin/prnh/20000710/NYM075
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, 888-776-6555 or 201-369-3467
CONTACT:
Deb Magness of H.J. Heinz, 412-237-5806,
deb.magness@husa.com; or Sandra Sokoloff, 212-367-6800,
ssokoloff@cdbpr.com, for H.J. Heinz
NOTE TO EDITORS: Heinz EZ Squirt product samples as well as
photography and broadcast quality b-roll footage are available
for distribution. For background materials and interviews,
contact Deb Magness at 412-237-5806.
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