The inspiration for the granulated ketchup produced by Heinz for the Netherlands is the granulated confectionery called hagelslag, which the Dutch use for almost every breakfast or snack. In fact, these pastry decorations, also known as sprinkles in the world, are so traditional for the Dutch that Dutch breakfast toasts prepared with these granulated candies even went viral on TikTok in recent months.

Based on this consumption habit of the Dutch, Heinz is not idle and is launching Heinz Hagelchup, a limited series product with the motto "The World's Most Dutch Ketchup."

Although this interesting ketchup, which can be sprinkled on many foods such as French fries and hot dogs, feels a little strange at first glance, it does not take much time to realize Heinz's success in localization strategies.