Kraft Heinz uses Europe as a testing ground for innovation before rolling out products in the United States. The brand controls nearly half of Europe’s ketchup category sales and generates approximately $25 billion in global net sales. Its relaunched mayonnaise from 2016 now holds 20% market share in the U.K. and 13% in Germany. In response to the rise of weight-loss drugs, the company launched a zero-sugar, zero-salt ketchup that has seen sales grow by more than 20% year-on-year. Recipes validated in Europe are then adapted for the American market, as confirmed by CEO Steve Cahillane.
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