Heinz ketchup, 567-gram squeeze bottle.
Heinz, known primarily for its ketchup, sells its products in more than 200 countries. It sells more than 650 million bottles of ketchup a year. Its ketchup has been sold in Israel since 1995. At the beginning of the month, Heinz's local distributor, Diplomat, announced it was launching a strategic process of targeting teenage consumers. It began with an advertising campaign launched two weeks ago, at an estimated cost of NIS 5 million. Despite the company's attempts to increase its market share and attract young customers, its prices don't quite seem to be suited to the local market and are significantly higher than they are in other countries.
Heinz stated in response: "The price is affected by factors that increase the product's costs - adapting the packaging to the Israeli market, differences in VAT between the various countries, shipping costs, kashrut costs and transportation. In addition, the final price is set by the retailer."
A bottle of Heinz ketchup costs 100% more in Israel than it does in New York and 73% more than it does in Britain. The price gap is even more significant once you take minimum wage into account: While Israelis earning minimum wage receive NIS 22 an hour, New Yorkers get NIS 27 an hour and Britons receive NIS 36. Israelis who want ketchup with their fries need to work 20 minutes more than their peers in the United States and Britain.
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