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Heinz Salad Cream, established in 1914, has undergone a remarkable transformation to reclaim its place in the condiment market after a decline in popularity. With over 50% less fat than traditional mayonnaise, it caters to health-conscious consumers, available in Light and Extra Light varieties. Heinz has embraced nostalgia through innovative marketing campaigns and the introduction of unique flavors, like lemon and black pepper. Suitable for vegetarians and free from artificial additives, Heinz Salad Cream enhances any meal all year round.
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Heinz salad cream Get the young eating Heinz Salad Cream again!
Background • Heinz Salad Cream was created in 1914 officially by the Heinz company and was not perfected in the market until 8 years later. The brand has continued to stand out from other companies who have similar products. However over time people have started using these other brands as well as other condiments for example as time as gone on more and more people are eating mayonnaise as opposed to salad cream. • Through campaigns, marketing techniques and different advertising the product has been brought back to the public eye and taste. Even though it is a different time Heinz have used nostalgia in the salad cream brand in order to bring its reputation back on the market. • By the 1900s it was clear the brand needed something new and fresh as the brand suffered from declining sales. Due to this Heinz almost stopped making their salad cream but thanks to a strong public following plans to stop the product were reversed.
Product benefits • Heinz Salad Cream has more than 50% less fat than the standard mayonnaise market leader. • Heinz Salad Cream is also available in Light and Extra Light varieties for even lower fat content. • It is available in different sized bottles and different bottle styles. • It is suitable for vegetarians. • It is free from Artificial Colours, Artificial Flavours and Artificial Preservatives. • Heinz Salad Cream is great all year round with all types of hot and cold foods, as it reminds its users of carefree summer days. • The company have launched different salad cream flavours which are lemon and black pepper released in 2010 and recently in 2011 cucumber and dill. This has allowed salad cream to taste good with more foods and stand out from other brands.
Brand advertising • There are several radio advertisements. • Numerous television ads promoting the different products. Peculiar yet memorable. • Official website containing detailed information on the products. • Health magazines. • Billboards. • Newspapers. • Renovating the image in order to keep customers interested such as the bottle shape changing from a glass bottle to a squeezey bottle.
Rivals • Value brands that are cheaper and similar to the Heinz product (e.g. Tesco value) • Sarson’s Vinegar and Gales Honey tried to compete into the ketchup market becoming a distinct rival to Heinz. • Various other distinct salad cream producers e.g. Oak Lane Salad Cream. • Rival company who also made condiments other than salad cream such as mayonnaise producers.
