Fun. For your Food.

 Heinz is best known for their ketchup, and in the early 2000's, they launched a new product called EZ Squirt – ketchup in various colors.  This product was marketed towards kids, probably around the ages 5-11 who love to play and get crazy.  With EZ Squirt, kids could dip their fries in purple or have green eggs and green ketchup.  After all, kids love to play with colorful things.

But what Heinz forgot to consider is that it is these kids' parents who the ones who bought the groceries. Ketchup is naturally red, and anything out of that norm just seems odd.  Purple ketchup wouldn't taste like ketchup but perhaps grape or taro.  Green ketchup looks spoiled.  Who would want their children eating such things?  It is simply too bizarre to eat food that is artificially colored.  In addition to its bizarre looks, it is assumed that the artificial colored ketchup also had additional chemicals that were not healthy for their children or additional high-fructose corn syrup, which would lead to their children being more hyper-active.  The commercial campaign also discouraged parents from buying this product for their children because it encouraged naughty behavior.  The commercials would display children using the ketchup to draw on walls or on people with the catch phrase "It's fun, for your food!"  The commercials suggest that buying this ketchup would allow the kids to have more fun because the nozal allows you to squirt precisely but at the same suggests it should only be used on food.  It would be easy for kids to watch this commercial and want to buy the ketchup so they can do the crazy things with it like the kids on TV, which is probably one of the main reasons why parents didn't buy it for their children.

In order for EZ Squirt to be more successful, Heinz should have took parents into consideration.  Parents want the best for their children, so they always want what's most natural. They could have added that this blend of ketchup had less sugar or was made with natural ingredients.