Heinz Declares Breakfast a Ketchup-Worthy Meal with Its New Breakfast Ketchup

In a bold move that's stirring up the breakfast table debate, Heinz has officially rebranded its classic ketchup as a breakfast condiment. Long synonymous with lunch and dinner, the iconic condiment is now taking on a new role under the name Breakfast Ketchup. This innovative campaign is designed to prove that ketchup isn't just for burgers and fries—it’s an excellent partner for breakfast favorites like eggs, hash browns, and even bacon.

A Familiar Taste, A Fresh Twist

Heinz stresses that while the only change is in its presentation, the Breakfast Ketchup is the same beloved formula that has delighted generations since 1876. The revamped product features eye-catching new labels and packaging that reflect its new identity as a morning essential. In select diner locations, you can find classic Heinz ketchup bottles reimagined as Breakfast Ketchup in limited-edition maple syrup glass bottles. These uniquely designed bottles are strategically placed to catch the attention of daily commuters, with digital out-of-home advertisements lighting up New York City subway stations and sparking conversations about why ketchup belongs at breakfast.

The Campaign: “Ketchup Is for Breakfast”

In collaboration with advertising agency Wieden+Kennedy and partners like The New York Times, Heinz is rolling out an integrated 360-degree campaign centered around the slogan “Ketchup is for Breakfast.” The campaign highlights the fact that over 25% of consumers already enjoy ketchup at their morning meals. By embracing what has traditionally been a polarizing topic, Heinz aims to unite breakfast lovers and convert skeptics with interactive elements like a custom Wordle game and engaging social media activations on platforms like Reddit. According to associate brand communications director Jamie Mack, this campaign is about celebrating taste and challenging breakfast norms—all while staying true to the rich, unmistakable flavor millions know and love.

Where to Find the New Breakfast Ketchup

For those eager to try this daring twist, the Breakfast Ketchup will be available in 100 Waffle House locations nationwide, a nod to the enduring popularity of the American diner. In addition, nearly 50 local diners across hotspots such as Florida, Dallas, New York, Chicago, and Los Angeles will sport the exclusive maple syrup glass bottles. With Heinz owning over 150 years of heritage behind it, this initiative not only redefines the place of ketchup in a breakfast setting but also reinforces the brand’s commitment to innovation and flavor integrity.