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Nicole
Seese squeezes the new 'Stellar Blue' ketchup by Heinz, over
her onion rings |
Blue cheese, blueberries and chicken cordon bleu - but blue ketchup?
The H.J. Heinz Co., which has sold the condiment in red, green,
purple, pink and orange, is adding blue to its palette. The company
unveiled Heinz EZ Squirt "Stellar Blue" on Monday, just
in time for spring and summer - hot seasons for condiments.
Christine McCracken, an analyst with Midwest Research, said she
is not surprised Heinz would introduce a new color, based on the
other colors' incremental success.
"There's probably some cannibalization of existing products.
If you're going to buy blue ketchup, you might not buy traditional
ketchup," McCracken said.
Heinz produced 1 million rainbow-colored, mystery bottles last
year. Consumers who bought the ketchup didn't know, until they
squirted it on a burger whether they got pink, orange or teal.
The company hoped customers' reactions would help it decide its
next hue, but no one color became a front runner. Instead, customers
called for blue, Heinz spokesman Robin Teets said.
There's no telling what shade ketchup will take next, but the
company keeps an eye on ideas from customers - especially those
who get a kick out of weird-colored food.
"It's not mom and dad's ketchup," Teets said. "If
parents think it's a little strange, that's all the better for
kids."
(Agencies)