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Green Ketchup

Green ketchup is a variety of ketchup (or catsup) that has been made green with color additives. Although it is a tomato product, due to the added food coloring, the product is no longer considered 100% ketchup, so it can no longer be referred to as “tomato ketchup” like the red variety . The H.J. Heinz Company was the first to manufacture green ketchup. They called it Blastin’ Green, and, besides the traditional red bottle, it was the first of Heinz’s ketchup colors that appeared in the EZ Squirt bottle, followed closely by Funky Purple, Mystery Color, and Stellar Blue . This new ketchup came out using the slogan of ‘no more ordinary meals’ in 2000 .

History

Ketchup Color in History

After MacGillivray studied disc colorimetry around 1930, there were standard color grades that were used for all processed tomato products such as ketchup . A factory’s production in Ohio was monitored in the 1950’s to reveal that there was a good relationship between the color of raw tomatoes and the color of the final ketchup, although the ketchup had a much narrower range of shades of color since discolored tomatoes were not used to produce the ketchup . After around 70 years of only standardized red ketchup being produced, the Heinz Company’s release of green ketchup was a big change for the ketchup industry.

Source of Idea

Being a major food company, Heinz Co. is constantly seeking to innovate and create new and exciting products. Consumer research is one way for them to receive input of how to improve products such as their ketchup, and one report from the questioning of one thousand children revealed that a new color would be a great idea for their ketchup product, green in particular . With the consumer feedback, the Heinz Company began their plans for the new product. The company felt the new EZ Squirt ketchup would bring even more profit into their industry that already yields $9 billion in sales annually . In fact, so much success was anticipated that Casey Kelley, the managing director of global ketchup for Heinz Co. at the time, reported that they had to dramatically increase their production to 24 hours per day, 7 days per week right before releasing the Blastin’ Green ketchup, as well as after the ketchup was released . This was partly in response to the many individuals’ desperate attempts to get a “prelaunch sample” shortly after the announcement of the product, as well as the positive reviews the company had received from both children and their parents .

Sales

So, Blastin’ Green EZ Squirt ketchup was released in stores October 2008 . Their predictions proved correct, for the company sold 10 million units of Blastin’ Green ketchup within the first 7 months , and the fans were immediately begging for another EZ Squirt color through the thousands of phone calls that bombarded the company . The success of the green ketchup resulted in the launch of a whole line of EZ Squirt colors. Funky Purple was next, followed by Mystery Color in April 2002, and eventually Stellar Blue in 2003 . Overall, 25 million bottles of EZ Squirt were sold in only 3 years , a great outcome for a little experiment. Blastin’ Green ketchup may have even been the source of inspiration for other companies to experiment with color in food because after its release, Parkay introduced pink and blue-colored butter substitute in 2001 alongside Hershey’s release of green-colored chocolate syrup . Green ketchup was part of this new turn that the food industry was taking. However, the green ketchup and the other EZ Squirt colors were discontinued around 2005 , having been only intended as a temporary marketing experiment.

Marketing

Color is a primary tool of marketing, for color can have many effects on an individual. Colors have been known to evoke certain emotions, with reds and oranges generally associated with warmth and the cool greens and blues commonly displaying calming effects. Likewise, the color of foods are of great importance in their marketing. Food colors have even been considered “codes,” such as green that often sends the message of the food being healthy since green is associated with nature’s green countryside . Food expert John B. Hutchings declares that “food must first pass the appearance test” before ever being considered for purchase or consumption. In one study conducted by Christensen in 1983, results showed a consistent relationship between the color of a product and how its flavor is perceived, for participants always scored those appropriately colored products higher in flavor intensity compared to those foods that had been improperly colored . In light of the importance that consumers place on appearance, the H.J. Heinz Company placed their green ketchup in bright green bottles with electric yellow letters that read “EZ Squirt” on the front of the shiny bottle. This marketing technique was appealing to the fact that vivid tones are known to represent boldness and attract more attention from consumers . In addition, unique colors are useful in distinguishing one brand from another , so a change in color like the new ketchup bottle was an effective method of attracting the interest and curiosity of shoppers.

To Children

Through their marketing techniques, the Heinz Company made it clear that Blastin’ Green ketchup was targeted toward children. Kids are the number one consumer of ketchup, consuming 55% of all the ketchup in the United States every year . This amounts to more than 5 billion ounces of ketchup that are consumed by children annually , so naturally the product’s purpose was to capture the attention of the children. Recent studies have shown how even children choose their food based on color, and there may be some color-flavor association with them too. In a 2001 study, 120 children were randomly selected to identify their favorite M&M or skittle color, and green and red were chosen the most as the children’s “favorite color” of the candy . Thus, choosing bright green for the new ketchup color was according to what the majority of children prefer. The appreciation of bright colors, in their many varieties, is often associated with the younger age group also , for children like things that are lively and fun. Looking at other foods that children are the major consumers of, such as ice cream and candy, it can be seen that it is acceptable to make such foods outrageous in their colors ; green ketchup was a way to continue the fun-in-food trend for children and avoid things that may appear boring and colorless to the targeted children.

The commercials were another indication of the Blastin’ Green ketchup’s focus on children, playing scenes of children getting carried away with their EZ Squirt ketchup and having a great time on popular children stations such as Nickelodeon, ABC, FOX, FOX Family, Kids’ WB!, and Cartoon Network . Not only was the commercial focusing on how green ketchup could make a kid have more fun, but it also aired in places in which children would be the people most likely to witness the ad. On top of that, this green ketchup was promoted right alongside the movie How the Grinch Stole Christmas , which is a popular children’s story that may have helped sell the product by association.

Not only were the advertisements geared toward children, but the design of the bottle of Blastin’ Green itself was made more kid-friendly. This 24 ounce bottle was different from the original Heinz ketchup bottles in that it was made of softer plastic to make it easier for kids to squeeze, it had a curvy structure to make it easier for small hands to grasp it, and it had a different nozzle to make the stream of ketchup that came out more manageable for purposes such as drawing and decorating food . The Heinz Company considered many factors in how to best sell green ketchup to kids, and their efforts proved successful according to the tremendous number of sales. In fact, many companies have been so successful in targeting children as consumers that some are worried about the issue of exploiting children and drawing them in with the trendy appearance of the food that companies seek to design .

To Parents

Although the parents were not the target of the new Blastin’ Green ketchup, they still played a significant role in the product’s sales. Adults are attracted to more subtle food, food that is not exaggerated in design to be bold and fun; many feel more comfortable when their food is the appropriate color or a natural-looking color, for that is one way that they determine the food’s quality . The appearance of food is often compared with images from previous experiences , so many adults may be less apt to purchase a food if its color is different from what they’d usually associate that food with. The adults, thereby, were not necessarily attracted to this new green ketchup, so the Heinz Company had to appeal to the parents in other ways since they would be the ones actually purchasing the product. First of all, the H.J. Heinz Company is very large-scale, making up “approximately half of the U.S. retail ketchup category” and, therefore, becoming a brand that many parents became more familiar with. A study conducted at the US Army Natick Research, Development and Engineering Center found that labels on products help people to accept new foods because there is less uncertainty surrounding the food if it is from a brand they previously trusted . Also, the new Blastin’ Green ketchup was sold for $1.79 a bottle , which was a very reasonable price so that parents could find less practical objections to the product. Since parents are concerned with the health of their children, the fact that EZ Squirt ketchup’s daily values of vitamin C were increased to 20% more vitamin C than the original Heinz ketchup was another appealing aspect of the green ketchup that helped to win parents over. On the other hand, one more aspect of the green ketchup that parents might find irritating is that the color additives that make the ketchup green cause stains in clothing , which is not an ideal quality in dealing with children that tend to make messes. Yet children’s play with things such as green ketchup encourages their creativity, so if parents agree with this statement that Joe Jimenez, president and CEO of Heinz in North America, made, then parents may be convinced that the green ketchup is good for their child’s well-being as well. Jimenez said, “Heinz is bringing fun to food with a ketchup that physically and intuitively encourages both control and creativity” . It is also significant to note that although parents may be the purchasers of the green ketchup, kids often are able to exert a certain influence over their parents when they ask for parents to buy them things, for children have become experienced consumers already . So, if the other reasons were not sufficient factors behind parents buying the product, it is possible that the high number of sales of green ketchup may have also been influenced by children’s great liking for the product that prompted them to convince the parents.

Health information

Nutrition Facts

Serving size= 1 tsp (17g) Servings= 40 Calories=20 Fat calories= 0 Total fat=0g/0% Saturated fat=0g/0% Cholesterol=0g/0% Sugars= 4g Sodium= 190mg/ 8% Protein= 0g Vitamin A= 4% Vitamin C= 20% Calcium= 0% Iron= 0% Percent Daily Values are based on a 2000 calorie diet.

Ingredients

Blastin’ Green EZ Squirt ketchup is made from Heinz Tomato Ketchup, which is tomato concentrate made from red ripe tomatoes, distilled vinegar, high fructose corn syrup, salt, spice, onion powder, and natural flavoring . Due to its similar contents to the original Heinz ketchup, Blastin’ Green EZ Squirt ketchup contains the same amount of lycopene, which comes from tomatoes and helps reduce the risk of cancer, as the original one as well . It is different from Heinz Tomato Ketchup in that it now contains ascorbic acid (vitamin C), FD&C Blue #1-Aluminum Lake, color, and FD&C Yellow #5 . The addition of vitamin C in the ketchup makes Heinz EZ Squirt the “first and only” ketchup to be fortified with it .

Centuries ago, things such as spinach juice, mallows, juice from beet leaves, parsley, sorrel, green corn, and green wheat were used as green coloring agents . Any food coloring added to our foods today must be approved by the Food and Drug Administration, so as to ensure the safety and health of the consumers . Nevertheless, the FDA does not currently have an approved natural source of green coloring , so that is why Yellow #5 and Blue #1 are mixed to create the green color in the ketchup. Although Yellow #5 is approved, it is known to cause hives in around one of every ten thousand people that consume it, so it is required to be written on the label . Some consumer’s suspected that the green ketchup was actually made from green tomatoes, but the company made it clear that the ketchup achieved its bright green color from removing the color from the traditional Heinz ketchup and adding food coloring agents in its place .