Pittsburgh based branded food and condiments giant Heinz has reported that eight weeks into its launch of its limited edition Heinz EZ Squirt Mystery Colour ketchup, 60% of the total inventory had been sold nationally.
Brian Hansberry, VP, marketing for ketchup, condiments and sauces at Heinz North America, revealed how the promotion had proved popular: “When a limited-edition product sells out in only two weeks at one of the largest supermarket chains, you can expect it to vanish quickly nationwide.”
Packaged in a white bottle with a rainbow label, the product’s colour cannot be identified until it is used, a mystery that Heinz says appeals to children: “The response from kids and families has spurred strong sales for EZ Squirt.”
