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Say Goodbye to ‘The Slowest Ketchup in The West’ ?

Here's the dilemma:  You have what no doubt is the number 1 brand product in the category.  Your position in the market has been solid for decades and number 2 doesn't even come close.  The product has achieved this dominance because of it's consistent quality and the brilliant advertising behind it.  

Along comes an innovation that in essence will in practical terms make your product easier to dispense for your customers BUT will at the same time eliminate the prize characteristic and iconic merchandising label that your product is known by.

If you are the president of Heinz, what would you do?   Would you use this new development or not? 

TV commercial film for Heinz Circa 1968

The wait is over: MIT researchers solve the ketchup problem

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