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India: Del Monte ketchup climbs to 3rd slot

India's third-ranked tomato ketchup brand is Del Monte, said Yogesh Bellani, CEO of Field-Fresh Foods, the 50:50 joint venture between Bharti Enterprises and processed foods, beverage and canned fruits maker Del Monte Pacific. It has overtaken Heinz and moved into third position behind Hindustan Unilever's Kissan and Nestle's Maggi, he said.

Bellani cited a Brand Track report by market researcher IMRB that tracks brand salience, awareness and usage. While brand recall for Del Monte is up from 11% to 24% (ahead of Heinz at 21%), 17% of category users mentioned Del Monte as their most often consumed brand. This was 51% for Kissan, 26% for Maggi and 4% for Heinz.

He said tapping retail channels such as restaurants and airlines, besides the traditional trade, helped the brand notch up salience among consumers. Bellani added that within gourmet pasta and olive oil, Del Monte was rated as the brand with the highest spontaneous recall.

Source: economictimes.indiatimes.com