Heinz is launching a new, better-tasting yellow mustard than it’s ever offered before at retailers across Canada for the first time.
The new Heinz yellow mustard includes stone-ground mustard seeds and a secret blend of spices and vinegar; the “recipe delivers a perfect balance of flavour and tang,” the food group said.
Heinz North America president Eduardo Luz said: “Our yellow mustard launch is unprecedented for Heinz and for the mustard category. Heinz is North America’s favourite ketchup, and we’re aiming to become the favourite mustard, too. We want people to love their yellow mustard as much as they love our ketchup.”
Jessica Ryan, associate director of Heinz brands at Heinz Canada, said: “We know that people don’t really think about yellow mustard, so we needed to inspire them with a bold creative idea to shake things up a bit. Our new campaign focuses on the idea that Heinz ketchup has been with the wrong mustard for years, but finally found a mustard that lives up to its high standards of taste.”
The North American launch of the new recipe will be supported by a campaign to drive unparalleled awareness within the mustard category. An advertising campaign entitled “ketchup’s got a new mustard” tells the story of Heinz ketchup’s decision to break up with his ex-mustard, and what happens when he starts a new relationship with the new Heinz yellow mustard recipe.
The product will be made available in 38cl and 55cl upside-down squeeze bottles at retailers across Canada.
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