HEINZ is introducing a new innovation in the snack world, and fans can’t wait to try it.
The Pennsylvania-based condiment company wants to change the conversation about ketchup.
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Heinz is launching a new ketchup offering for a limited time, but it may stick around for good.
The new Heinz Chip Dip offers the same old Heinz Ketchup as before, but now in a wide-mouth jar.
The new product is catered to the underappreciated ketchup-on-potato-chips crowd, giving them an easier way to scoop or dip their chips into the unsung chip dip.
“Try dipping a chip in ketchup. Seriously,” said the company’s ad campaign.
“Chips are basically the same as fries, so we think Heinz should be a chip dip.”
Heinz’ marketing centers around breaking the stigma of ketchup on potato chips, asking why the ketchup-chip combination is not more heavily celebrated.
“While nearly all North Americans regularly dip their French fries in ketchup, less than 10 percent do the same with potato chips,” Heinz said in a press release.
“Heinz is saying ‘no more!’ and created Chip Dip to get fans to try the combo.”
The new Chip Dip is available nationwide through Walmart, while supplies last.
In its press release, the company stated that the limited run will act as a test, and the product may be available long-term depending on interest.
The Chip Dip set comes with a Heinz Ketchup bottle, an empty glass jar, and a bag of potato chips, all packaged in one box.
The company is hoping to make chips and ketchup a more common staple, by encouraging fans to share their reactions on social media.
Heinz says it wants fans to try the ketchup and potato chip combo, and normalize ketchup as a chip dip.
“Fries and ketchup have always been a beloved combination, but for some reason, the potato chip has long been overlooked,” Heinz Senior Brand Communications Manager Keenan White said.
“It truly makes no sense…as fried potatoes of any kind, they’re both equally deserving of being dipped in Heinz Ketchup! Chip Dip is all about embracing fans’ irrational love for ketchup and giving them a new way to enjoy it.”
The Heinz Chip Dip box quickly sold out of its online stock.
FAN REACTIONS
Ketchup fans on social media shared their support for the ketchup-chip combo.
“FINALLY SOMEONE GETS ME,” one fan wrote on Instagram.
“I’ve been waiting for ketchup chips to become a thing here in the U.S. for decades,” said another.
“Ketchup is so good on potato chips!”
“Out of stock?! Noooooooooooo!!! I need this in my life!!” another wrote.
“I went from excited to bummed in record time.”
