Heinz Releases ‘Deadpool & Wolverine’ Accessories
In the lead up to the highly anticipated theatrical release of Marvel Studios’ “Deadpool & Wolverine”, in U.S. theaters, fans (and even the stars of the movie!) have noticed something special about the signature red and yellow suits of the film’s title characters – they look a lot like another iconic duo: Heinz Ketchup and Mustard. For the first time ever, Heinz announces the release of limited-edition collectibles that let fans accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine.
Created in collaboration with the film, the collectibles include Deadpool’s signature mask, suit, and most importantly, katanas, made specifically for HEINZ Ketchup bottles. For the mustard lovers, their bottles will feature Wolverine’s iconic claws, suit, mask. As the heroes of barbecue season, Heinz Ketchup and Mustard now have the superhero armor to match their silver screen counterparts.
“After seeing the conversation on social media highlighting the similarities between our two iconic duos – Deadpool & Wolverine and Heinz Ketchup & Mustard – we knew we had to team up with the film,” says Lizzy Goodman, brand communications manager for Heinz U.S. at The Kraft Heinz Company. “Once we made that connection – we couldn’t unsee it – as these similarities go beyond color. One’s sweet, one’s zesty. Everybody has a favorite, but really, they’re better together. And most importantly, whether at the movie theater or a cookout, both duos play starring roles in an epic summer.”
The collectibles celebrate the great lengths fans will go to in order to show their love for both Heinz and the film, including dressing up as life-size HEINZ Ketchup and Mustard Bottles or cosplaying as Deadpool and Wolverine. With this limited-edition release, Heinz turns this behavior on its head, making mealtime even more enjoyable for condiment lovers and superhero afficionados everywhere.
The collectibles release is a part of a larger collaboration between Heinz and Marvel Studios’ “Deadpool & Wolverine”. Inspired by the truth that fans can’t unsee – the similarity between the two iconic duos – the campaign launches with a short film featuring a custom voiceover by Deadpool himself, Ryan Reynolds. The film starts out like a new spot for “Deadpool & Wolverine”, but quickly morphs into an ad for Heinz Ketchup & Mustard. In his classic fourth wall-breaking style, Reynolds (as Deadpool) comes to the shocking realization that he and Wolverine look exactly like HEINZ Ketchup & Mustard bottles.
“I don’t spend much time on the internet,” says Reynolds, actor, writer and producer of “Deadpool & Wolverine”. “When my assistant faxed me a photocopy of a memo (he spelled it ‘meme’ – ugh, assistants amirite?) wherein Deadpool and Wolverine were identified as a Heinz Ketchup and Mustard bottle, respectively, I thought nothing of it and went back to my book and tea. But the faxes kept on coming! So, the idea was hatched to actually partner with Heinz to bring this memo to life. Huzzah!”
The company will release a select number of the “Deadpool & Wolverine”-inspired ketchup and mustard collectibles in the U.S. via social media in the upcoming weeks. Further details on how to get a set will be announced soon, so keep an eye on Instagram.
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Sugar Foods Promotes Brule to President, CEO
Sugar Foods, a leading producer of crunchy toppings, croutons, beverage ingredients, pizza toppings and more beloved products for prominent foodservice, grocery, retail and restaurant brands, has named Andrea Brule to the role of president and chief executive officer. Brule, who has been with Sugar Foods since 2004 and serves as president, succeeds Marty Wilson, who is retiring. Wilson will remain as an advisor to Brule and the Sugar Foods leadership team.
“I am deeply honored to serve as only the fourth CEO in Sugar Foods’ 80-year history and am grateful to Marty for his many years of mentorship,” said Brule. “Sugar Foods has always held a special place in my heart, and I look forward to continuing to work alongside the rest of our leadership team as we continue to strengthen our customer relationships, enhance our capabilities across product categories and drive long-term growth.”
During her 20-year tenure with the company, Brule has led strategy development and execution across Sugar Foods’ sales channels, product categories, marketing, pricing and R&D. As the company’s president, she has been instrumental in guiding Sugar Foods’ strategic initiatives to expand its product portfolio, develop customer-focused innovations and execute the company’s growth plan, including both organic and acquisition growth.
“Andrea is an incredibly talented executive, and she is the right leader for Sugar Foods’ next chapter of growth and expansion,” said Wilson. “Since joining the team and through her recent tenure as President, Andrea has made immeasurable contributions to Sugar Foods, our team and our customers. Our company has built a strong foundation, and I am thrilled for the growth opportunities and innovation potential ahead with Andrea as CEO.”
“Andrea is a terrific leader, with strategic vision, strong values and proven operational acumen,” said Chris Trick, investment partner at Pritzker Private Capital. “We congratulate Andrea on her well-earned appointment, and we are delighted to continue our successful partnership with Sugar Foods as we support the company’s growth.”
Sugar Foods is a multinational food products company serving all segments of the marketplace – foodservice, retail, specialty and quick-service outlets. Founded in New York City in 1948, its brands include Fresh Gourmet, Mrs. Cubbison and N’Joy, along with private label and licensed products, and the company is a leader in producing crunchy toppings, croutons, beverage ingredients, pizza toppings and more products beloved by consumers. The company has won numerous industry awards for product innovation, operational excellence and customer service. Backed by more than 1,400 employees, it operates five manufacturing and distribution facilities across the United States and Mexico. For more information, visit sugarfoods.com.
Pritzker Private Capital partners with middle-market companies based in North America with leading positions in the manufactured products and services sectors. The firm’s differentiated, long-duration capital base allows for efficient decision-making, broad flexibility with transaction structure and investment horizon, and alignment with all stakeholders. Pritzker Private Capital builds businesses for the long term and is an ideal partner for entrepreneur- and family-owned companies. Pritzker Private Capital is a signatory to the United Nations Principles for Responsible Investment. For more information, visit PPCPartners.com.
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Nutritional Growth Solutions to Produce, Distribute The Healthy Chef in North America
Nutritional Growth Solutions Limited, a U.S.-based health, nutrition, and wellness company, has entered into an exclusive Intellectual Property License Agreement with The Healthy Chef Pty Ltd. to exclusively produce and distribute The Healthy Chef products in the United States and Canada.
The Healthy Chef was founded in Australia in 2006 by Teresa Cutter, a nutritionist, wellness coach and celebrity chef, with the premium brand reflecting her belief that wholefood nutrition is essential for optimal health and wellbeing. The Healthy Chef products are primarily sold through their Direct-To-Consumer eCommerce platform with a loyal Australian customer base, underpinned by a rich library of product innovation, content, cookbooks, recipes, and intellectual property, including seven U.S. trademarks.
Stephen Turner, NGS CEO and managing director, commented on signing the exclusive IP License Agreement: “We are thrilled to announce our strategic partnership with The Healthy Chef in North America, marking a pivotal step-change for the company. This milestone signifies our first IP licensing agreement to partner with synergistic Australian brands poised for success in the U.S. marketplace. This enhanced, capital light model leverages our existing team expertise, infrastructure and distribution platforms in the U.S., enabling the business to scale rapidly without needing additional capital or significant increases in corporate costs.”
The exclusive IP Licence will enable NGS to maximise its USA infrastructure and significantly fast track the path to positive cashflow and profitability with increased scale. The Healthy Chef provides a cornerstone comprehensive branded business that is:
- Highly complementary to the existing NGS business and Healthy Heights brand portfolio
- Synergistic opportunities to scale with operational cost optimization
- Increased quality revenue expected to be above US$1 million in the first year of trading
- High margin and profit accretive
- Combined online and offline distribution network in the USA with cross-selling opportunities
- Capable of seamless transition and integration with current USA operational model
- No significant additional corporate costs to grow the business at scale
NGS will engage Cutter as a consultant to provide the Company with services such as brand ambassadorship, and product and recipe development under a consulting services deed.
Cutter said, “This strategic partnership with an industry leader in nutrition offers an unrivaled opportunity for The Healthy Chef brand to reach millions more consumers seeking health and wellness products. Both businesses share a common vision regarding the future of food, health and wellbeing. I look forward to partnering with NGS in North America to represent and grow this amazing brand.”
The Healthy Chef is a premium producer of wellness and health products under the brand The Healthy Chef with a loyal customer base in Australia and significant library of product innovation, content and intellectual property generated over 17 years.
The Healthy Chef premium range of functional food products are proudly made in Australia from the purest wholefood ingredients with science-based formulations to deliver maximum health impact, and are free from gluten, fillers and sugar without compromising on taste.
Nutritional Growth Solutions is a U.S.-based health, nutrition, and wellness company. NGS develops, produces and sells clinically tested nutritional supplement formula for children following 20 years of medical research into pediatric nutrition at Schneider Children’s Medical Centre, Israel’s largest pediatric hospital. The nutritional supplements market has experienced tremendous growth in recent years, but most attention has been focused on adult users and children under three years of age. The three to twelve-year-old consumers represent a larger market opportunity and NGS is highly differentiated from its competitors with clinically tested products and an expanding product portfolio to capture this market opportunity.
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