Heinz, the category leader in Ketchup, wanted to grow a mature segment through new product development. Julie and her team at Interbrand were tasked with positioning, naming, research and packaging in search of break through ideas. The winning result was Heinz EZ Squirt Blastin’ Green ketchup which sold more than 10 million in the first seven months following its introduction, with Heinz factories working 24 hours a day, seven days a week to keep up with demand. The result: $23 million in sales attributable to Heinz green ketchup [the highest sales increase in the brand’s history].
