Heinz launches mayonnaise, asks public to vote on Mayochup

BY Gisselle Gaitan

April is shaping up as ground zero for the  battle of the condiments. Heinz has unveiled two products following mayonnaise mainstay Hellmann’s launch of a ketchup product.

The Chicago-based company will be jumping into the mayo game by releasing Heinz Real Mayonnaise, which is made with such ingredients as 100% cage-free eggs. It also will come in a jar that the company said has been designed specifically to look like an egg in order to remind consumers of the cage-free eggs used in the product.

“At Heinz, we are always looking for opportunities to bring great tasting products to our consumers,” Nicole Kulwicki, director of marketing for Heinz, said. “Our new Heinz Real Mayonnaise recipe lives up to the same great taste and quality people have come to expect from the Heinz family of products, including ketchup, mustard and BBQ sauce.”

To introduce this launch, the company will be launching a new comprehensive marketing campaign across TV, digital, print, sampling and PR. The campaign will introduce consumers to cousin Mayo, a member of the Heinz family who has just opened up shop in Sandwich, USA.

Mayonnaise isn’t the only new product from the brand. The company also is asking for the American public’s help in deciding whether or not internationally available combination of mayo and ketchup that has been tentatively named Mayochup also will be hitting store shelves.

Until April 15, consumers can vote on the brand’s Twitter page. If the poll closes with 500K votes in favor of the pre-blend of mayonnaise and ketchup, the company will be bringing Mayochup to the United States. The product’s name also is in fierce debate on Twitter, so the company said it would be putting the final name up for a vote before the launch.

Heinz Real Mayonnaise is available at retailers nationwide in 13-oz. and 19-oz. squeeze bottles, as well as 15-oz. and 30-oz. jars that will begin retailing at $2.98 each.


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