April 28, 2008
Does the World Need Another Ketchup Brand?
When you think Ketchup, what's the first brand that comes to mind? Heinz, of course.
However, I read with some amusement about the invention of Sir Kensington's Gourmet Scooping Ketchup by some bright college students who appear to have found a gap in the market for high-end tomato sauce as part of what looks like a pretty ambitious marketing project.
The problem that Sir Kensington's would face if it was indeed being launched across the US is that Heinz has created a very, very flexible brand name for itself.
Although Laura Ries would be aghast, a quick flip through their web site shows that the company is already offering a low sugar ketchup, a light version, a low carb version, and an organic version, not to mention quite a few packaging options, including "Fridge Door Fit Ketchup."
I wish Sir Kensington's all the best, but Heinz has figured out pretty much all of the niche variations out there, one of the chief problems of trying to take market share from a brand that is now fast on its feet.
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