The product will be promoted through idents for Heinz's sponsorship of ITV soap opera Emmerdale. Heinz also plans separate promotional activity as part of a £10.2m marketing spend for the brand this year.
The revamped bottle will be rolled out across all Heinz ketchup variants and is intended to reflect the old design. Iconic graphics have been added to the label, including '57', the number of Heinz varieties, which has been embossed in three places on the pack.
Heinz carried out trials of the top-down bottle this summer on its 570g ketchup range. The company claims that the success of these, allied to a 7% increase in ketchup sales in the year to August, according to IRI, prompted it to update the bottle.
Heinz will continue to sell its traditional glass ketchup bottle in a single 342g size to satisfy the 10% of consumers who it claims prefer the original design.
Earlier this year Heinz introduced Curry Ketchup and Chilli Ketchup variants in response to a rise in consumer demand for 'ethnic' flavours.
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