Brand is testing new wide-mouth jar offering as portfolio addition because if it’s a potato, it has to be HEINZ

From fries to hashbrowns, HEINZ Ketchup and fried potatoes have always gone hand in hand. But for some reason, potato chips and HEINZ don’t always receive the same warm reaction. Today, the brand is settling the matter with a new, limited-edition offering: HEINZ Chip Dip – same unmistakable ketchup, but now with a wide-mouth jar, perfect for dipping potato chips. Rolling out in time for National Potato Chip Day on Friday, March 14, the limited run will serve as a test and learn as the brand considers adding the jar offering to its permanent portfolio.

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Designed to make trying potato chips and ketchup as easy as “pop, dip, enjoy,” the HEINZ Chip Dip offering boasts a HEINZ ketchup bottle, a wide-mouthed glass dipping jar and a bag of potato chips. (Photo: Business Wire)

Some say “potato,” some say “potahto,” but in reality, French fries and potato chips are the same thing: salted, fried potatoes, looking to be paired with the slightly sweet, tangy taste of HEINZ ketchup. Yet, while nearly all North Americans regularly dip their French fries in ketchup, less than 10 percent do the same with potato chips.¹ HEINZ is saying "no more!” and created Chip Dip to get fans to try the combo – because if it’s a potato, it has to be HEINZ.

“Fries and ketchup have always been a beloved combination, but for some reason, the potato chip has long been overlooked,” says Keenan White, Senior Brand Communications Manager for HEINZ. “It truly makes no sense…as fried potatoes of any kind, they’re both equally deserving of being dipped in HEINZ Ketchup! Chip Dip is all about embracing fans’ irrational love for ketchup and giving them a new way to enjoy it.”

HEINZ Chip Dip is now available nationwide at www.HEINZChipDip.com (via Walmart.com) while supplies last. Designed to make trying the combo as easy as “pop, dip, enjoy,” the HEINZ Chip Dip offering boasts a HEINZ ketchup bottle, a wide-mouthed glass dipping jar and a bag of potato chips.

Fans who try the potato chip and ketchup combo are encouraged to share their feedback on social media using #HeinzChipDipChallenge, particularly if they want Chip Dip as a permanent addition to the HEINZ Ketchup family. Chip Dip is the latest example of the brand testing small batch innovations with its fans and garnering real-time feedback before bringing products to market widely. Other examples include HEINZ’s beloved “dip & squeeze” packets, which recently became available for bulk sale at Walmart for the first time ever.

To learn more about HEINZ Chip Dip and the ever-evolving HEINZ portfolio, follow @Heinz on Instagram and @Heinz_us on TikTok.

¹Talker Research surveyed 1,000 Americans 18-43 + 1,000 Canadian respondents 18-43 (500 of Canadian respondents must speak French); the survey was commissioned by Heinz and administered and conducted online by Talker Research between Feb. 12 and Feb. 20, 2025.

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious. Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.

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