Heinz's latest ketchup boasts a tangy pickle flavor

Heinz introduces a new condiment called "Pickle Ketchup," combining the tangy and savory flavor of pickles with their unmistakable ketchup taste. This unique flavor will be available in grocery stores starting early 2024.

Food companies have long been creating unique flavors to captivate consumers. These unusual combinations may not necessarily aim to achieve significant sales on their own, but they play a crucial role in enhancing brand awareness and generating discussions, ultimately leading to higher overall sales.

Coca-Cola, for instance, has introduced a range of soft drinks developed with artificial intelligence that supposedly taste like the future. In response to a decline in processed cheese sales, Velveeta ventured into the realm of martinis. Additionally, Mars Wrigley once delighted (and repulsed) consumers by offering Zombie Skittles, a few years ago, with a surprising "rotten" flavor.

However, they don't always succeed. Heinz's attempt to create purple ketchup in 2000 resulted in it being showcased in the Museum of Failure.

In a statement on Monday, Heinz explained that the condiment was designed to meet the demand for distinctive and sophisticated flavors that fans crave. Heinz cited research indicating that there is a strong preference for pickles, with 73% of Americans reporting that they genuinely enjoy their taste.

Katie Peterson, director of Heinz Innovation at the Kraft Heinz Company, stated that their innovation strategy has been driven by an increasing demand for delicious and unexpected condiments. Over the past few years, the tangy taste of pickles has become increasingly popular in various food and beverage products, such as chips, dips, and even hard seltzer, as younger consumers seek out bold and intense flavors. The versatility of the pickle taste, which can be combined with other flavors, makes it an enticing choice for culinary experimentation.

Heinz, known as one of the biggest pickle producers in the country, has long used the image of a small gherkin in its logo. Now, the food and beverage company is encouraging customers to get creative with their ketchup by introducing the Heinz Remix machine. This innovative device allows people to enhance the flavor of their ketchup by mixing in additional ingredients like jalapeño and smoky chipotle.

Kraft Heinz is fully embracing innovation as it strives to enter a new phase of growth. After years of focusing on revitalizing the business, the company has found stability by highlighting its most popular brands such as Kraft Mac & Cheese and Velveeta.

Through 2027, Kraft Heinz has a goal of bringing in an additional $2 billion in North American retail revenue from innovation.