HJ Heinz, the US-based food group, has launched the latest addition to its coloured condiments range - EZ Squirt Stellar Blue.
The company already produces Blastin' Green, Funky Purple and Mystery Color ketchup in addition to the traditional red variety, and the blue variant was created in response to popular demand, in particular from children.
"Blue has been the number one request from kids for some time now,"said Michelle Fuscaldo, brand manager of the EZ Squirt product line at Heinz North America. "We're thrilled to add this popular colour to our growing family of coloured condiments. Based on the history of Heinz EZ Squirt, Stellar Blue will be a hot item with kids this spring and summer."
Fuscaldo added that the ketchup had proved to be a hit with children not just because of its colours, however. The specially designed EZ Squirt bottle makes it easier for children to pour the ketchup, and the company has long encouraged the use of the sauce to personalise their food.
Only half a million bottles of Stellar Blue were produced, Heinz said, and the sauce will retail in the US market for a suggested retail price of $1.79.
Given Heinz EZ Squirt's recent track record, the company has good reason to expect continued success with its latest coloured condiment. Since Blastin' Green was launched in October 2000, Heinz has sold more than 25 million bottles of Heinz EZ Squirt condiments.