Heinz vs. Hunt’s: The Impact of Sweetener Strategy on Ketchup Sales

CASE STUDY: How does sweetener type affect ketchup sales?

In this case study, we look at how changing sweeteners impacted the sales of Heinz and Hunt’s brand ketchups.

Download now to learn more about consumer attitudes and the following factors:

  • How offering a high fructose corn syrup (HFCS)-free variety affected Heinz’s sales
  • How a sweeping elimination of HFCS affected the Hunt’s brand
  • Consumers’ reaction to and adoption of HFCS-free ketchups
  • The difference between what consumers say when it comes to HFCS vs. actual purchase data

Ketchup is one of America’s most popular condiments. Found in nearly seven out of 10 homes,* ketchup presumably covers nearly every segment of the population and is displayed virtually anywhere that food and beverages are sold.**

Prior to 2010, both of the leading ketchup brands—Heinz and Hunt’s—used HFCS as the primary sweetener in their ketchups. That year, both companies elected to change from HFCS to sugar but did so in very different ways. Complete the form to download this case study now.

*Nielsen Homescan and U.S. Census data and Lafayette Associates analysis.
** Nielsen ACV is in the 90 percent range.

Heinz vs. Hunt’s: The Impact of Sweetener Strategy on Ketchup Sales

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Heinz vs. Hunt’s: The Impact of Sweetener Strategy on Ketchup Sales

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Thank you for your interest in learning more about high fructose corn syrup. You will receive email updates on news and information about this safe, versatile sweetener made from corn.

MINTEL STUDY:
FEWER THAN 3% OF SHOPPERS SPECIFICALLY AVOID HFCS IN 12 HIGH-VOLUME F&B CATEGORIES

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Mintel Study:
Examines Consumer Concern Across 12 Top F&B Categories

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MINTEL STUDY:
CONSUMERS ARE CHOOSING F&B BRANDS BASED ON TOTAL SUGARS

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MINTEL STUDY:
ACROSS BRANDS, CONSUMERS AVOID TOTAL SUGARS MORE THAN SPECIFIC TYPES

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MINTEL STUDY:
More Grocery Shoppers Concerned About Added Sugar Than HFCS

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Welcome

When it comes to sweeteners, making the right choice is critical to your brand and your bottom line.

At Corn Naturally, we'll help you make informed decisions with the latest facts on high fructose corn syrup (HFCS) from leading independent experts, including Mintel, Nielsen, NPD and top members and organizations of the scientific community. Come here for the tools and resources you need to make sound sweetener decisions.

How can Corn Naturally help me?

You may have specific questions and concerns related to your industry. Here's how Corn Naturally can help you find answers.

  • Food & Beverage Manufacturers

    Are you considering a change in sweeteners used in your products? Before you act, get the facts. Find out what consumers really think about HFCS, understand the true cost of reformulation and learn the latest on sweetener science at Corn Naturally.

    For answers on the concerns facing your industry, go to the Food and Beverage Manufacturers page.

  • Grocery Retailers

    Wondering how the sweetener debate fits into your retail strategy? At Corn Naturally, you can see what independent, expert research and real-world data reveal about true consumer attitudes toward HFCS and actual purchasing behavior.

    For answers on the concerns facing your industry, go to the Grocery Retailers page.

  • Chain Restaurants

    Will adding HFCS-free products to the menu increase sales? Find out what consumers really think of HFCS and how reformulating can impact your operating costs at Corn Naturally.

    For answers on the concerns facing your industry, go to the Chain Restaurants page.