Ketchup at breakfast: some love it, some call it an abomination.
Reddit threads, diner counters and celebrity interviews had argued it for years.
First, Heinz poured its ketchup into a syrup bottle.
Breakfast Ketchup: the same recipe, in the bottle breakfast already pours from, right on the shelf.
Then it met people on the way to work.
“Wake up. Ketchup is for breakfast.” on New York subway screens, a takeover of NYT Cooking’s scrambled eggs, and the Wordle.
Comedian Gil Ozeri launched the diner partnership.
His diner-set TikTok series sent people to the counter: new labels at 100 Waffle House locations, and syrup bottles at about 50 diners from Florida to LA, on a Venn-diagram placemat.
Fox Business, Fortune and Food & Wine took up the debate.
- 2% more share than a year before
- 10% more breakfast ketchup occasions
- 85% would consider Heinz for breakfast
