Heinz (NYSE:HNZ) Bolsters Marketing to Increase Mustard Sales

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By Jacob Maslow

condiments at picnicH.J. Heinz Co. (NYSE:HNZ) is best known for their ketchup – a market dominated by the company. In an attempt to further expand into the condiments market, the company will be rolling out advertisements starting today to effectively “break up” with French’s, the leader in mustard.

Heinz is aiming to better serve their customers by pairing ketchup and mustard together under the company name.

While Heinz already sells mustard, it is often only available in bulk packages sold at large venues for baseball games or restaurants. The company wants to have Heinz mustard on grocery store shelves all throughout the United States.

Currently, French’s dominates the mustard market, accounting for 60 percent of the U.S. market. Heinz, on the other hand, has accounted for just 1 percent of the market during the last 52-week period.

The company has incorporated a new mustard formula and will be introducing squeeze bottles for the brand’s new mustard push.

Interestingly, Heinz and Kraft will be merging in a deal involving 3G and Berkshire Hathaway (NYSE:BRK.A), owned by Warren Buffet. Kraft owns Grey Poupon, the second-biggest seller of mustard. When the brands are combined, Heinz and Kraft may have enough market presence to push French’s mustard down in terms of market share.

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