Heinz Salad Cream

1. Heinz Salad Cream Get the Young eating Heinz Salad Cream again!

2. History of Heinz Salad Cream • H.J Heinz is an American food company, founded in 1890 and has become famous for multiple products including; tomato ketchup, baked beans, salad cream as well as other foods and condiments. • Heinz Salad Cream was developed by the company in 1914, exclusively for the UK. It quickly became popular as at the time it was the only salad dressing on the market and it gave many foods more flavour. • As time went on however new dressings and sauces became available as well as new foreign foods, all of which provided strong competition for Heinz Salad Cream.

3. History of Heinz Salad Cream • Profit and sales declined as other condiments such as mayonnaise became a big choice to go with food. • Even though the brand had been a UK favourite for over a 100 years, by the 1990’s it was clear that the brand needed some new and fresh ideas, because of the declining sales continued Heinz may have needed to stop the production of their salad cream altogether. But the publics affection and support for Heinz Salad Cream was so strong that plans of discontinuing salad cream were reversed. • Since then Heinz effectively re-launched Heinz with a new bottle shape which is reminiscent of the 1914 original bottle as well as using advertisements through television, radio, posters, websites and their own interactive website. Additionally Heinz have put forward multiple campaigns.

4. Previous Campaigns • In recent years there have been memorable campaigns, all of which have worked successfully and helped Heinz Salad Cream. The first was the sponsorship of Emmerdale in 2006. Afterwards there were two adverts; the Ladybugs Picnic TV advert in 2008 and Gran TV advert in 2010. • There have been various other adverts and campaigns for various Heinz products such as the “It has to be Heinz marketing campaign” in 2009 which focused on the brand’s five core products being; tomato soup, ketchup, beans, spaghetti hoops and Heinz Salad Cream.(Campaign article: http://www.marketingweek.co.uk/heinz-launches-biggest-brand-campaign/3005639.article )

5. Competitors • Opposing Salad Cream producers including ‘Oaklane’, ‘Hellmanns’ and ‘Crosse & Blackwell’. The cheaper supermarket branded versions, such as Tesco’s Salad Cream. • Other brands that produce other various condiments such as; tomato ketchup and mayonnaise. Companies such as ‘Hellmanns’ and ‘Oaklane’ have various other condiments as well which threaten Heinz Salad Cream. Not only ketchup and mayonnaise, which both companies produce, but ‘Hellmanns’ also produces many other dressings from thousand island dressing to caesar dressing. • New and upcoming brands, such as Levi Roots, with new and original dressing flavours, are also major competitors to the traditional Heinz Salad Cream. People like to try new flavours and ‘Levi Root’s Reggae Reggae Ketchup’ is a prime example of something new; tomato sauce inspired by the Caribbean. Additionally other sauces are also drawing inspiration from foreign countries.