Ramadan: Mayonnaise buyers lacked the diehard brand loyalty Heinz commanded in ketchup
Mark Ramadan · Sir Kensington's: Scott Norton and Mark Ramadan · Oct 23, 2023 · at 56:07
Sir Kensington's co-founder Mark Ramadan compares consumer loyalty dynamics in the mayonnaise category against Heinz's monopoly in ketchup.
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“Our experience pretty quickly was that, especially the natural food shoppers, they weren't really buying Hellman's and Best Foods anyway, because they perceived it to be gross for whatever reason. And so it was an opportunity to actually say, well, here's a huge category. That we can sort of clean up in a way, and because there wasn't that diehard brand loyalty in the same way that there was for Heinz, people just had lower barriers to trying something new.”
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