Heinz targeting kids with green ketchup
7/10/2000-Heinz Company, a major U.S. producer
of ketchup, is introducing green ketchup.
The new green ketchup tastes the same as
their red ketchup. Company executives are
hoping its unexpected color and plastic bottle,
which squirts a stream so thin kids can draw
with it, will pack in the fans. The 131-year-old
food company last year embarked on a new
ketchup campaign after its share of the U.S.
ketchup market dropped to about 43% in the
late 1990s. Rather than going after adults
who buy the ketchup, Heinz targeted teens,
pitching it during breaks in shows like ``Dawson's
Creek,'' "Party of Five,'' and on MTV.
The hourglass squeeze bottle was designed
to facilitate ketchup art for kids. It gives
kids an easy grip with both hands and the
cap that releases the thin stream, like icing
for cakes, said Heinz spokeswoman Deb Magness.
The company also added Vitamin C to encourage
parents to buy it. The new green ketchup
will be in stores by October at a price about
20 cents higher than the more traditional