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Apr 15, 2018 @ 14:15

Kraft Heinz’ mayochup poll fails to stir consumer appetite

As part of its comprehensive marketing campaign to drive mass awareness” of its latest product, packaged food giant Kraft Heinz Co. has recently launched a poll to stir customers’ appetite on a potential new product, Mayochup.

Want #mayochup in stores? 500,000 votes for “yes” and we’ll release it to you saucy Americans. — Heinz Ketchup (@HeinzKetchup_US) said in a Twitter post on April 11, 2018.

Mayochup is mayonaise and ketcup combined into a single condiment.

After a failed bid to buy Unilever last year, Kraft Heinz is now faced with predicament on how it could make the brand grow organically as investors crave for more profits.

At present, Krafts Heinz is losing market share to startup products, which is bumping off its more established brands — including Oscar Mayer hot dogs, Philadelphia cream cheese and Capri Sun drinks — from top shelf locations.

To recall, the company cut jobs and expenses to prapare for the mega deal with Unilever. But after the deal failed to materialize, pressure is mounting against the company to prove it can grow organically.

In the recent quarters, the company made small gains, which was followed by a steady decline of sales.

Kraft Heinz is now banking on “innovative” products such as mayochup to beef up sales.

However, as of 12:07 p.m. in New York, the product remained about 103,000 favorable votes shy of its 500,000 goal.



 

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