The old classic gets a revamp with balsamic vinegar
Big news in the condiment world this week: for the first time in a decade, Heinz is releasing a new ketchup flavor, "Balsamic Vinegar." Aside from the intriguing new flavor, one interesting feature of this story is that Heinz has no plans to advertise the ketchup, but will be "banking on the power of social media to get the word out."
Preliminary reviews of the new flavor have been positive so far. The original ketchup is made with white vinegar, so the balsamic vinegar substitution apparently creates a much richer flavor with even more umami. Of course, umami has always been ketchup's strong suit, so I am particularly intrigued by the idea of a ketchup with more of it.
Starting on November 14, you will be able to purchase the new ketchup only through the Heinz Ketchup Facebook page. Or just wait two weeks, because in December Heinz will start releasing the ketchup to "select retailers" (including Safeway and Walmart).
(I just set a calendar reminder to check out their Facebook page on November 14. My first question is, how much shipping are they going to charge on ketchup? And they had better get the turnaround out quickly, if I can buy it at Walmart just a few weeks later.)
This comes on the heels of a controversial update to their ketchup packages which they announced last month. The new packaging will transform the old tiny packets into larger, dip-friendly miniature plastic containers that are easier to open. These packets are reportedly handy for dipping fries (so much better than having to squeeze five or six packets out into the top lid of your burger box!) but harder to squeeze all the ketchup out of, and they contain more ketchup - which means that it costs the stores more when people grab a big handful of them. Apparently there has been some hoarding activity, as well, which presumably will level off as the new packets lose their novelty factor.
Previous efforts to give Heinz ketchup more "zazz" have not been particularly successful. About ten years ago, their experiment with marketing brightly colored green and purple ketchup under the "EZ Squirt" moniker was something of a disaster. (An obvious one in hindsight. Kids put ketchup on everything. If a kid isn't using ketchup, it's not because they object to the color of the stuff.)
This new ketchup sounds like something more akin to the UK's favorite "brown sauce," like HP Sauce and others. I look forward to giving it a taste!