Posted on Thu, Oct. 02, 2003

Protein diet adherents can now anticipate arrival of Heinz' One Carb Ketchup

CHARLES SHEEHAN, Associated Press

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PITTSBURGH - Sweet bliss for adherents of the low-carb diet who are longing for a dressed up hot dog or hamburger - H.J. Heinz is throwing its lid into the protein diet phenomenon with a lower-carb version of its classic ketchup.

H.J. Heinz will meet with analysts Friday to announce the introduction of One Carb Ketchup.

One Carb, expected on store shelves by spring, contains one gram of carbohydrate per tablespoon, a 75 percent reduction compared with the traditional dollop.

Heinz is certainly not the first company that has attempted to satisfy the desires of carb-craving dieters, but it is one of the biggest to venture into the market.

In 1999, 47 lower-carb products were on the market, according to Productscan Online, a company that tracks new packaged products. Last year, there were 339 lower-carb products and more are expected this year, said Tom Vierhile, executive editor of the company database.

Heinz said they don't see the low-carb diet as a trend.

"What attracted our attention is that it's more mainstream," said Justin Lambeth, general manager of ketchup for Heinz. "Initially, it was just Atkins, but now a lot of folks, whether they're on Atkins or not, are just watching carbohydrates. It's close to a third of the population."

Dr. Robert C. Atkins' diet plan advocates meat, eggs and cheese and discourages bread, rice and fruit and other high-carbohydrate diets.

Ketchup traditionally has had a good sum of naturally occurring sugars and corn syrup - a no-no for low-carb diets. Heinz is sweetening the new ketchup with sucralose, which makes up the top-selling sweetener, Splenda.

About 60 percent of all ketchup sold by Heinz is used to snazz up burgers, hot dogs or French fries, so the move to lower-carb version for protein diet followers was a natural, company officials said.

Vierhile said larger companies have been avoiding trends, such as ice beers, after getting burned when consumers looked for the next new thing.

"We've seen a number of companies jump on trends two or three years after they've started and gotten burned," said Vierhile. "That a company like Heinz is getting involved suggests that there may be a little more staying power. The low-carb diet seems to be more satisfying and people are staying more loyal."

That major brewers are now beginning to fight for a larger share in the low-carb beer market could be a signal that a number of large companies are coming around, he said.

Heinz has been rolling out renovations to its traditional ketchup and containers for several years, turning it green for children and going organic for some adults.

As the family dinner becomes more and more segmented with one person following a low-carb diet and another going vegan, Heinz said it has to adapt to the American diet - whatever that may be.

"We have a saying around here that it's our biggest objective to get one bottle of Heinz in the fridge for every member of the family," said Brian Hansberry, group vice president of marketing for Heinz.

On the Net:

H.J. Heinz: http://www.heinz.com/

Productscan Online: http://www.productscan.com.