Heinz, which recently added Mayomust and Mayocue to its lineup, is experimenting with different flavors again. Its new concoction, known as Kranch, a combination of ketchup and ranch dressing that no one could have ever imagined, is the fourth Heinz combo sauce after the debut of Mayochup last year.
The new sauce will be available at stores nationwide through April and cost $3.49 a bottle. Ideal for dipping fries, chicken tenders or pizza crust, Kranch is a bold new addition to the brand’s line of condiments.
According to Dalia Adler, Associate Director of Marketing for Heinz, “When we launched Mayochup, Mayomust, and Mayocue, our fans speculated on social media what they thought the next condiment mashup should be—the tweets were pouring in! Inspired by our fans’ ideas, our new Kranch sauce is a blend of ketchup and ranch that will completely change your condiment game this summer."
You asked for it. We’ve answered. Guess our next flavor mashup.— Heinz Ketchup (@HeinzKetchup_US) April 2, 2019
Every comment gets you closer to the reveal. https://t.co/1lMIRayby4
For those hoping to get their hands on a free bottle of Kranch, Heinz is giving away 100 bottles on Twitter. All you have to do is respond to Heinz's tweet with the appropriate hashtags, and you can be one of the first people to dip their tenders into the ketchup/ranch combo.
Kranch combines the familiar taste of ketchup with the cool, zesty tang of ranch and a "special blend of spices." However, not everyone is enthusiastic about the mash-up. When the release of Mayochup was announced, social media users insisted that Heinz change the name to something more creative, like "Tomayo" or "Ketchmay if you can." The name of Mayomust seemed unappetizing to many as well. Now, social media comments range from celebratory to flat-out disgust.
Heinz, a food processing company based in Pittsburgh, Pennsylvania, was founded by Henry John Heinz in 1869. The company manufactures and markets thousands of food products around the world. Heinz, which claims to have 150 number-one or number-two brands worldwide, ranks first in ketchup sales in the US with a market share in excess of 50%.
In addition to standard ketchup, the company also offers two varieties known as "Organic" and "Simply Heinz," which contain sugar instead of high fructose corn syrup. It also carries several flavor variations: sriracha, jalapeño, and balsamic vinegar, as well as no-salt-added and reduced-sugar varieties.
The new ketchup/ranch combo has left consumers wondering what might come next – KlueCheese? SourSalsa? Regardless of the success of Kranch, Heinz has managed to make a splash by simply creating a conversation around a condiment. What else can a ketchup brand hope for?