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Heinz, French’s Duke It Out Over Slow-Growing Condiments Business

December 4, 2015: 12:00 AM EST
Mustard market leader French’s Food is launching an all-out attack on Heinz and other condiment rivals, touting the new healthfulness of its product line. Over the past year, the company has been quietly removing preservatives, artificial flavors and high fructose corn syrup from its more than 30 mustard and ketchup products. The first salvo in the attack will be the placement of a “promise seal” on squeeze bottles publicizing the healthy ingredients. Early in 2016 it will launch a $25 million television, print and radio marketing barrage. The two companies have been pummeling each other all year with strategic product introductions. Industry watchers say they have little choice: the $24 billion condiments business will only grow 2.4 percent over the next five years.
Lisa Fickenscher, "French’s takes aim at Heinz in condiments war", New York Post, December 04, 2015, © NYP HOLDINGS, INC.
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