H.J. Heinz Introduces Its Purple Ketchup

H.J. Heinz Co. unveiled its latest marketing approach designed to keep kids amused at the dinner table--purple ketchup.

Heinz EZ Squirt Funky Purple will begin appearing on grocery shelves in early September, the company said. It follows Heinz's successful launch of a Blastin' Green version of the condiment nearly a year ago.

Children are the largest users of ketchup, consuming about 5 billion ounces a year, or more than half that used in the United States, Pittsburgh-based Heinz said.