How would you describe the product in one short sentence?

Trines: “Full of tomatoes, full of flavor!”

What is the distinguishing feature of this product?

Trines: “That’s due to the high tomato content of no less than 70%. The tomatoes, sourced from Spain and Portugal, provide a full and rich flavor that you can clearly taste in the product. Additionally, it is gluten-free, lactose-free, and vegan, making it suitable for a wide audience.”

What strategy do you use to introduce this initiative to entrepreneurs in the out-of-home sector?

Trines: “We focused on a combination of visibility and direct product experience. This way, we launched the product during Gastvrij Rotterdam, which ensured a rapid start and attracted a lot of attention within the out-of-home industry. Additionally, we launched an online campaign to further increase awareness and distributed sample packs through various wholesalers, allowing entrepreneurs to experience and apply the product themselves.”

How do you look back on the introduction and the initial reactions?

Sprinklers: “Very positive. The first reactions were very enthusiastic and especially the full-size tomatoes were very well received by our customers. We actually received only positive feedback.”

How do you measure the success of this introduction?

Cruijssen: “For an introduction, we always set clear expectations in advance, and in this case we have far exceeded those expectations. In addition, we do not measure success solely in figures; we also actively listen to the signals and feedback that our colleagues receive from customers and suppliers. In both cases, the results and feedback were entirely positive.”

Do you have an example of an entrepreneur who is successfully using this product? How does that work?

Sprinklers: “Good examples are restaurants such as lunchrooms, cafeterias and fast casual concepts. Tomaten Ketchup Original is a regular item on the menu and is mainly served with classics such as toasts, burgers, fries and various snacks.”

What growth opportunities do you see for this product?

Cruijssen: “Tomato ketchup is a large and established product in the Netherlands and is commonly consumed with many dishes. It is also a true all-rounder and is used everywhere: from fast casual and restaurants to petrol, healthcare and other sectors. Because it is so versatile and reappears in so many eating situations, the growth opportunities in the future are practically endless. In addition to this new Tomato Ketchup, we see the same growth opportunities for the new Hela Goudse Kaassaus 770 g, which we introduced at Horecava this year. It is made with real Gouda cheese and contains more cheese than 80% of the cheese sauces on the market.” The sauce can be used both hot and cold and has a longer THT than comparable products. Like tomato ketchup, its applications range from burgers and nachos to toasts, loaded fries and various snacks.”