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What you've heard on the television and radio, or read in the newspaper is true: Heinz is making green ketchup. In the fall of 2000, H.J. Heinz Company (Pittsburgh) plans to launch Heinz EZ Squirt, a ketchup designed especially for kids. Although office conversations and radio-host commentary have wondered what possessed the company to make such a product, Heinz actually partnered with kids throughout the U.S.A. to develop a ketchup said to not only tap into the "fun factor" with a unique color, but with packaging that makes the ketchup easier for younger hands to use.

According to Heinz, children consume more than half of all ketchup in the U.S.A., yet do not have a product customized for their needs and tastes. To remedy this, the company asked for input from more than 1,000 kids. This guidance helped determine the product's packaging, dispensing system, name selection and the much-touted new color choice.

Because children like to personalize their food, EZ Squirt features a new nozzle that provides kids with better control and an ultra-thin stream that directs ketchup exactly where kids want it. . The company also customized the new bottle by giving it ergonomic curves that better fit smaller hands and molding it from a softer plastic for easier squeezing.

"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."

This desire to inject creativity and interest into meals led Heinz to consider a color alternative. 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, so the Blastin' Green variety of the product was born.

Of course, the product doesn't totally ignore parents. EZ Squirt will be available in the traditional red, and both colors will be enriched with Vitamin C. Hopefully, the enhanced control over how the product dispenses will not only enhance creativity, but help assure more ketchup makes contact with food, rather than other household surfaces—another plus for parents.

Based on consumer research, Heinz expects the new product will increase volume within the ketchup category. 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 six to 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-oz bottle will be available nationally beginning fall 2000 and will retail for approximately $1.79. The U.S. rollout of Heinz EZ Squirt will be accompanied by national advertising and promotional support.

Edited by Scott Hegenbart