If it comes from a potato, it deserves a place in ketchup. That’s the idea Kraft Heinz is aiming to promote with a trial launch of a ketchup designed specifically for dipping potato chips. Heinz Chip Dip features the brand’s ketchup in a wide-mouth jar, which is described as “ideal for dipping potato chips,” according to a press release. The introduction coincided with National Potato Chip Day on March 14.
Heinz points out that while a significant number of consumers enjoy dipping their fries in ketchup, fewer than 10% do the same with potato chips. “Fries and ketchup have always been a cherished pairing, but for some reason, potato chips have been largely neglected,” said Keenan White, senior brand communications manager at Heinz, in a statement. “Chip Dip is all about celebrating fans’ quirky affection for ketchup and offering them a fresh way to enjoy it.” The dip will be available on Walmart’s website while supplies last, and this limited-time launch serves as a trial as the brand contemplates adding the jar to its permanent lineup.
Heinz has previously taken a similar testing strategy with its “dip & squeeze packets,” a single-serve ketchup packet that allows consumers to dip or squeeze the condiment based on their preference. Kraft Heinz has focused on innovation to revitalize one of its most recognizable brands, introducing new flavors and experimenting with various packaging. Past endeavors include spicy and pickle-flavored ketchup, as well as paper-based packaging for sustainability.
In a separate initiative, Claussen is providing some assistance for those celebrating St. Patrick’s Day this weekend. The pickle brand is introducing 8-ounce bottles of Just The Brine, promoted as an excellent mixer for cocktails and a refreshing electrolyte boost for recovery the next morning. The food giant noted that Just The Brine was inspired by a viral social media video from last fall that showcased mixing diet cola with pickle juice, which Claussen teased as a potential product if it garnered enough consumer support. “After witnessing the overwhelming enthusiasm from fans, we knew we had to bring this product to life,” stated Caroline Sheehey, Claussen’s brand manager. “Whether you’re whipping up a zesty cocktail or reaching for a revitalizing refreshment the next day, Just The Brine delivers the same beloved flavor and experience of our delicious pickles, now in liquid form.”
Just The Brine six-packs will be available through GoPuff in New York, Chicago, and Boston. Claussen reassured consumers that it’s “no big ‘dill’ if you aren’t in those cities,” as the pickle juice can also be found online. Kraft Heinz processes approximately 60 million cucumbers each year to produce around 42 million jars of Claussen, the leading refrigerated pickle brand in the U.S. While Just The Brine may never rival the sales of the over 150-year-old pickle brand, it highlights the versatility of pickles as a snack and the cocktail potential of the brine, which could include ingredients like jamp or calcium citrate for added flavor and health benefits.
Meanwhile, Diageo’s renowned Irish stout is introducing a snack that’s perfect for pub-goers. Guinness has launched Pretzel Pieces, sourdough pretzel bites infused with the stout’s flavor and savory spices. They come in four varieties: Original Pub Style, Pub Style Cheese, Caramelized Onion, and Dry Stout Barbecue. This product was developed in partnership with Farmer Companies, a private equity firm that licenses items featuring well-known food and beverage brands.
“Guinness has a rich history of inspiring delightful food pairings, and these pretzel bites elevate that iconic flavor in a fun, portable snack,” remarked Bill Hooker, president of Farmer Companies. The product is available online and at retailers like Publix. In recent years, Guinness has expanded its footprint beyond bars into the food and dessert markets, including a collaboration with Tipsy Scoop to create Guinness-flavored ice cream in 2024. Diageo also offers Guinness & Cheddar flavored chips from Burts, a British snack brand, on its website.