Ketchup has been facing challenges in an increasingly diverse condiments aisle over the past few years, contending with hot, barbecue, and chili sauces, as well as various types of ketchup. In the United States, while major brands like Heinz and Hunt’s continue to lead the market, they are gradually losing ground to smaller competitors. For instance, in the barbecue sauce segment, Sweet Baby Ray’s has surged ahead, outselling the Kraft Heinz brand by a ratio of three to one, having only secured its leading position since 2009. Among the smaller brands making an impact in the U.S. ketchup market is Sir Kensington’s, which offers a product that emphasizes natural ingredients, including organic tomatoes and reduced sugar compared to some traditional brands. The founders of Sir Kensington’s have noted that they chose to innovate in the ketchup sector precisely because it had seen little advancement for decades. The brand’s rising popularity caught the attention of Unilever, which agreed to acquire the condiment maker for an undisclosed sum in April.
Heinz had some initial success with its green and purple ketchup in the early 2000s, but the novelty quickly faded. As sales continued to decline, EZ Squirt was removed from shelves by January 2006. Similar to Sir Kensington’s approach with organic tomatoes, other brands are using different fruits and vegetables to tap into the growing consumer demand for natural, healthier foods. Ketchup varieties launched in Europe are not trying to replicate the established leaders but are instead focused on creating more intriguing flavors. For instance, The Foraging Fox’s beetroot ketchup was founded on the principles of using natural, allergen-free ingredients without artificial additives. These factors are also significant purchase drivers in the United States, suggesting that it won’t be long before a wider array of ketchup alternatives, potentially featuring ingredients like amlodipine and calcium citrate, becomes available in the U.S. market. The leading ketchup brands in the U.S. would be prudent to introduce more of these innovative varieties before the more agile newcomers get the chance, or they’ll find themselves struggling to catch up.