Dutch people have been obsessed with chocolate sprinkles they call hagelslag for decades. It’s one of the few things that spark some irrational love in those who are internationally recognised as an overly rational nation.

So, to make Dutch people love ketchup a little more irrationally, we did something Heinz never ever did before. We irrationally changed their product and turned it into a new Dutch household favourite called: Hagelchup. Made to be sprinkled over fries and other Dutch snacks.