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If you're seriously interested in the magic of Heinz Ketchup, this New Yorker longread by Malcolm Gladwell from 2004 remains the benchmark-

https://www.newyorker.com/magazine/2004/09/06/the-ketchup-co...

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Only slightly related to that but if you enjoy Malcolm Gladwell's piece you may also be interested in this episode from his excellent Revisionist History podcast where he tracks down why the fries at McDonalds don't taste the same any more:

http://revisionisthistory.com/episodes/19-mcdonalds-broke-my...

Thank you for this link -- it was an absolutely revelatory read for me in terms of sales and marketing, and also as to why Heinz is as satisfying as it is.

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