Whatever Happened to Green Ketchup?

I promised the class this past Saturday that I would look into the history of colored ketchups that Heinz produced and sold from 2000-2006. As an employee of the company of the company it is not unusual for me to be asked in conversation, “Hey, whatever happened to the green ketchup?” I usually smile at this question, but do not have an answer since the novelty condiments lifespan ended shortly before my employment with the company commenced. This isn’t a unique question. The official H.J. Heinz Company website addresses the question on its ‘Frequently Asked Questions’ page. There are even a handful of social media sites that campaign for the colorful ketchups return to the market. This led me to wonder how the ketchups came to and if so many are asking about it, why did it disappear from store shelves. It became apparent that this research was long overdue.

                In July of 2000, the H.J. Heinz Company encouraged kids that it was okay to play with their food but announcing the launch of a ketchup in a bottle that was kid-friendly (called EZ Squirt) and emitted ketchup in, not the traditional tomato red, but bright green. This color was marketed at Blastin’ Green. The coloring was achieved through a process that stripped the natural red hue from the ketchup and then adding a bright green food coloring. To make the product appealing to parents, the ketchup was fortified with 20% more Vitamin C than was offered through the regular ketchup. The bottle was designed to be easily handled by kids and was able to produce a thin stream of ketchup conducive for drawing or spelling.

                                             source: onlineeducation.org

                Right from the start the ketchup was a success. More than 10 million bottles were sold in the first seven months. 25 million bottles were reportedly sold in the first three years after introduction. Heinz factories reportedly had to implement 24 hour shifts to meet demand and there were stories of individuals selling the limited quantity bottles on eBay and even impersonating relatives of Heinz’ executives just to acquire it. Reported demand for more colors arose and Heinz responded by producing varieties with names like ‘Funky Purple’, ‘Stellar Blue’, and the ‘Mystery Color’. The ‘Mystery Color’ variety was, as it says, an unidentified offering of one of three varieties – ‘Passion Pink’, ‘Awesome Orange’, or ‘Totally Teal’. The media attention for such a product rivaled that of a fast food craze or unique soft drink offering. Never had ketchup received such attention.

Suggested use? source: MSNMoney.com





                Heinz stated that the research and genesis behind this concept was 100% focused on kids, from the colors to the design of the bottle and for nearly six years it was hard to keep the EZ Squirt on store shelves and the reason for such a surge of success could also explain the products’ decline and subsequent discontinuance in 2006. As parents know, it is difficult to keep children entertained. Like a child who plays feverishly with their new toy on Christmas day only to migrate back to the old standbys in the toy chest a few hours later, the novelty of the colored ketchups wore off and demand softened. The market research may have failed to take this into consideration, but a six year run is nothing scoff at. Much like Crystal Pepsi and 3D Doritos, Heinz EZ Squirt Ketchup now has become the stuff of food history and lore. As to whether or not it will return I cannot say, but for certain nobody can argue the global impact the product had when it was here. Green ketchup? At one time, it was truly a kid’s world.

               

Resources/Further reading:

“Food Fads: Our Favorite Short-Lived Delights” Onlineeducation.org, 2011 (accessed January 15, 2012) http://www.onlineeducation.org/food-fads

“Heinz Ketchup Gets Funky With New Purple EZ Squirt” Junk Food News (accessed January 16, 2012) http://www.junkfoodnews.net/purpleketchup.htm

“Heinz unveils new blue ketchup” USAToday.com, April 7, 2003 (accessed January 15, 2012) http://www.usatoday.com/money/industries/food/2003-04-07-blue-ketchup_x.htm

H.J. Heinz Company website, http://www.heinzketchup.com/FAQ.aspx

“Product fads: Where are they now?” MSNMoney Canada, February 3, 2010 (accessed January 15, 2012) http://money.ca.msn.com/savings-debt/gallery/gallery.aspx?cp-documentid=23389935&page=3

Putnal, Olivia. “The Biggest Food Product Duds of All Time” Woman’s Day.com, (accessed January 15, 2012) http://www.womansday.com/food-recipes/the-biggest-food-product-duds-of-all-time-71499

Reaves, Jessica. “Green ketchup? Please, I’m trying to eat here” CNN.com, July 10, 2000 (accessed January 15, 2012) http://archives.cnn.com/2000/FOOD/news/07/10/ketchup7_10.a.tm/index.html

Spector, Dina. “The 11 Biggest Food Flops of All Time” BusinessInsider.com, January 12, 2012 (accessed January 16, 2012) http://www.businessinsider.com/food-failures-2012-1?op=1