Heinz’s New Upscale Ketchup Available Only to ‘Fans’ at First

Heinz’s New Upscale Ketchup Available Only to ‘Fans’ at First

Food & Drink

Heinz’s New Upscale Ketchup Available Only to ‘Fans’ at First

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H.J. Heinz is about to launch a new version of its ketchup, and this time it’s not just the same flavor and formula in a different color. (Remember the green and purple versions for kids?) This one’s for grownups.

Heinz Tomato Ketchup Blended with Balsamic Vinegar, which uses balsamic vinegar instead of the usual white vinegar, will be available beginning on November 14—but it won’t be sold in stores…at least, not at first.

If you want to be among the first to try the new, “more sophisticated” version of the iconic condiment, you will have to buy it through the Heinz Facebook page. It won’t appear in supermarkets until late December, according to the brand. Heinz’s page has some 825,000 followers at last count.

Facebook visitors will be enticed to “experience the richer, more sophisticated side of America’s Favorite Ketchup.”

“We’re starting on Facebook first for our most avid fans,” Noel Geoffroy, the vice president for United States retail brands at H. J. Heinz, told The New York Times.

The new product will be sold only in the classic 14-ounce glass bottles, which are still sold to restaurants, but have generally been replaced by the squeeze bottles for consumers.

The balsamic ketchup will be available in stores at least through March, and could become a permanent fixture on the shelf if it sells well enough. It has been available in Great Britain since March. According to reports from across the pond, the flavor difference is noticeable, but rather subtle.

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