Heinz Unveils New Blue Ketchup

Blue cheese, blueberries and chicken cordon bleu - but blue ketchup? The H.J. Heinz Co., which has sold the condiment in red, green, purple, pink and orange, is adding blue to its palette. The company unveiled Heinz EZ Squirt "Stellar Blue" on Monday, just in time for spring and summer - hot seasons for condiments.

Christine Inflatable Obstacle McCracken, an analyst with Midwest Research, said she is not surprised Heinz would introduce a new color, based on the other colors' incremental success.

"There's probably some cannibalization of existing products. If you're going to buy blue ketchup, you might not buy traditional ketchup," McCracken said.

There's no telling what shade ketchup will take next, but the company keeps an eye on ideas from customers - especially those who get a kick out of weird-colored food.

"It's not mom and dad's ketchup," Teets said. "If parents think it's a little strange, that's all the better for kids."