Hagelchup: Heinz just created ‘the most Dutch Ketchup ever made’ and our stomachs are turning

It's ketchup, but it’s Dutchified 🍟

Tired of the usual patatje met mayo? You’re in luck, because Heinz is trying to win the Dutchies’ hearts with a new, bold invention: ketchup sprinkles, or “Hagelchup”. It launches today!

It’s exactly what you think it is: hagelslag, but made with ketchup.

Heinz even Dutchified their slogan for the occasion, turning it into “even if you sprinkle it, it has to be Heinz.”

Does it, though? You have three days to help the country decide. 👀

Between September 6 and 9, you can try Hagelchup at the pop-up Heertje Friet snack-bar, in Amsterdam. 

Hagel-what?

For those of you unfamiliar with Dutch cuisine, the “hagel” part of the new product stands for hagelslag, a staple in the Dutch diet.

It consists of chocolate sprinkles, usually consumed on a slice of bread covered in a thick layer of butter. 

photo-of-two-slices-of-sandwich-bread-with-hageslag
The Dutch consume this sweet goodness by the tonnes / Image: Amin/Wikimedia Commons/CC4.0

Hagelchup,  is the fusion between this Dutch breakfast icon and Heinz’s signature ketchup sauce: ketchup-flavoured sprinkles!

A bold move 

Sounds mad? Well, that’s kind of the point.

Hagelchup is the result of a collaboration between Amsterdam-based creative agency GUT and Heinz. 

They knew that selling ketchup to a mayo-loving people like the Dutch would require a sprinkle of madness.

However, they also knew something else about the Dutch: they love a weird late-night snack, and they crave innovation and tradition almost equally.

READ NEXT | Dutch Quirk #106: Go to the snackbar after a night of drinking

A crazy spin on a familiar product like Hagelchup might just sprinkle — ehm, hit — the right spot with them.

Will Hagelchup be a complete flop, or become a new snack-bar favourite? We’re about to find out.

What do you think of this ‘Hagelchup’ invention? Sprinkle your opinions in the comments below!

Beatrice Scali 🇮🇹
Beatrice Scali 🇮🇹
Five years after spreading her wings away from her beloved Genova, Bia has just landed at DutchReview as an editorial intern. She has lived in China, Slovenia, Taiwan, and — natuurlijk — the Netherlands, where she just completed her bachelor’s in International Studies. When she’s not reciting unsolicited facts about the countries she’s lived in, she is writing them down. Her biggest dreams include lobbying the Dutch government into forcing oliebollen stands to operate year-round, and becoming a journalist. In this order.

1 COMMENT

  1. Luisa
    Luisa

    The Real Person!

    Author Luisa acts as a real person and verified as not a bot.
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    The Real Person!

    Author Luisa acts as a real person and verified as not a bot.
    Passed all tests against spam bots. Anti-Spam by CleanTalk.

    As a kechup-lover, I can not wait to test this brilliant new product, Hagelchup!! Is it available somewhere in Rotterdam where I live?

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