Heinz Adjust Store Shelf Priorities

H.J Heinz is rearranging its ketchup displays at grocery stores nationwide so that its new, larger Fridge Door Fit ketchup bottle is upgraded from the bottom shelf to a new location where consumers can't miss it. Heinz officially launched its latest innovation nationally in late June 2006. The product is available in a 46-ounce and 64-ounce size and features a compact shape that fits snugly into the refrigerator door with side grips for easy handling. The launch of Heinz Fridge Door Fit Ketchup is part of the company's "Superior Value and Growth Plan," which includes introducing 100 new products this year and increasing advertising, among other major initiatives. One such initiative allows consumers to create and purchase bottles with "talking" labels. Consumers can go online and pen their own messages for the labels, like "Steve's BBQ" or "Linda & Rich, Sept. 25, 2006," or choose from stock sayings, like "Happy Birthday" or "Congratulations."