Jump to content

The Ketchup Conundrum: New Yorker article from Malcolm Gladwell


KMango
 Share

Recommended Posts

When worlds collide!

Articles this long can be an eye strain to read on screen, so I recommend downloading and printing the .pdf:

The Ketchup Conundrum

I am delighted to post this Malcolm Gladwell piece, which is typically not something you would find on a food-focused board. I ran into it via my Kindle reading of What The Dog Saw; this is one of several essays contained within that compilation.

The article hails back from 2004, and offers a fascinating dive into notions of consumer choice and palate physiology. Sections 4 and 5 provide fresh glimpses into market research practices, flavor amplitude studies, and the history behind America's favorite condiments.

(in heinz)

(we trust?)

Link to comment
Share on other sites

Two weird omissions: One, Heinz created a similar "ez squeeze" when they were marketing toward children back in 2000 - I have always wondered why they got rid of the bottle design when it was perfected for children already; and two, it was their marketing failure (one that I miss dearly) of blue, green and various "flavors" of ketchup that was omitted and not Ragu's.

Link to comment
Share on other sites

The big FMCG (fast-moving consumer good) companies like Heinz, Kraft, Nestle, P&G and the like have long owned huge numbers of overseas brands. Sometimes the recognizable western company's name/brand will appear on a package; sometimes not.

Ketchup, BTW, is one of the last bastions of high-fructose corn syrup. If you look at the ketchup bottles in nearly all "better" burger places, whether gourmet, big/messy or otherwise, Heinz or Hunts are ubiquitous. And they all contain HFCS. I love when I find a place that makes its ketchup or tomato salsa in house but that's still unusual.

Link to comment
Share on other sites

"Simply Heinz" ketchup has no HFCS. I've been buying it for a while now. It's a little more expensive.

Thanks. Didn't know that. I'm not sure I've ever seen it at a burger joint or place though. And I usually make it a point to stare at the ingredient list on any ketchup bottle before I hold my nose and squeeze.

Link to comment
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
 Share

×
×
  • Create New...