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'Heinz Mayochup' US launch was a 'no brainer,' says director of marketing

By Mary Ellen Shoup contact

- Last updated on GMT

Heinz Mayochup US launch was a 'no brainer,' says Heinz director of marketing

Related tags: Kraft heinz

‘Heinz Mayochup’ has made its US debut after closing a public poll with 500,000 votes in favor of bringing the condiment mashup to the US market.

In April, Kraft Heinz made a call for votes to see if American consumers were interested in the idea of a ready-made condiment combining Heinz Real Mayonnaise and Heinz Ketchup into one product: mayochup.

According to Mintel research, the majority of US consumers feel condiments have many uses and are a versatile add-on to many meals but the introduction of sauces that pair well with French fries have been “negligible,” ​Melanie Bartelme, global food analyst at Mintel, said.

In the case of 'mayochup,' fans have been combining the two condiments to eat as fry dipping sauce for years (some call it “fry sauce” or “fancy sauce”).

“Product developers can do a better job of positioning their sauces as multipurpose to drive further uses across new occasions,” ​Bartleme said.

The mayochup product has been available in Middleastern markets prior to its US debut, and now other international markets including the UK are looking to get the new condiment on store shelves.

“After seeing the unprecedented passion surrounding this product, including the nearly one million votes on social media and 500,000 votes in favor of bringing it stateside, launching Mayochup in the US was a no-brainer,” ​Nicole Kulwicki, director of marketing for Heinz, said.

Mayochup joins Heinz’s condiment line of ketchup, mustard, BBQ sauce, and mayonnaise (the brand’s most recent addition).

Available in 16.5-ounce squeeze bottles at a suggested retail price of $3.49, Heinz Mayochup can be purchased at most major retailers including Walmart.com.

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1 comment

Heinz Mayochup

Posted by Frank Tangel,

I like the hybrid thinking! When will Mayostard launch?

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