• by Danielle Oster , November 8, 2023

Ketchup, meet pickles. Pickles, ketchup,

Longtime neighbors on plates adorned with burgers, fries, hot dogs, and other national favorites, condiment king Heinz is bringing the two flavors together in one bottle with the upcoming national release of Heinz Pickle Ketchup.

Heinz Pickle Ketchup marks the first global launch for the brand since uniting under one creative platform earlier this year. The new product will begin rolling out nationally in the U.S. in early 2024; it has already begun a rollout across certain U.K. retailers, and will continue to roll out to additional markets through the end of the year and early 2024.

According to Heinz, pickle popularity is “at a high,” with 73% of Americans reporting that they enjoyed the taste of pickles in an October, 2023 Datassential Report., “and no one knows pickles quite like Heinz.

“From the tiny gherkin on the brand’s infamous keystone label to Henry J. Heinz earning the nickname “Pickle King” for owning the largest pickle company in the United States in the early 1900s, pickles have played an intrinsic role in shaping Heinz history,” the brand said in a statement.

Despite the statement, it has been a long time since Heinz was synonymous with pickles. While the brand’s logo prominently features a gherkin pickle, its pickle-related products -- such as its Ploughman’s Pickle and Piccalilli Pickle -- have largely taken a backseat on Heinz’s brand roster for some time. As a result, it’s unlikely many modern-day consumers associate Heinz with pickles -- beyond possibly its “57” logo. The new product launch can be viewed then as an attempt to reestablish Heinz’s pickle presence.

“Increased desire for tasty, yet unexpected condiments has served as our innovation north star for the last several years,” Katie Peterson, director of Heinz innovation at The Kraft Heinz Company, said in a statement. “The current pickle craze in America mirrors the irrational love Heinz fans have for the brand, so it only made sense for our newest ketchup to blend these two beloved tastes together.”

The brand has expanded its reach into new sub-categories and flavor profiles through launches like the Heinz Hot Varieties, dipped into exclusivity culture through limited edition sauce releases, introduced the Heinz Remix line, and pursued brand collaborations like this year’s partnership with Absolut.