The latest food and beverage industry news and trend analysis

Every home has one: the chaotic “everything drawer” overflowing with takeaway napkins, wooden cutlery, and—most notoriously—ketchup sachets no one ever uses. Now, Heinz is turning that clutter into something far more delicious with the launch of the Heinz Trade-Up, a limited-time activation inviting UAE residents to exchange their unwanted ketchup sachets for a full bottle of Heinz.

According to a new Heinz survey, 70% of UAE residents admit to having unused ketchup sachets at home, with 48% holding onto 5–10 sachets at any given time. Over half (54.7%) even say the clutter is frustrating. And unsurprisingly, 60% say they’d be more likely to use the sachets if they were Heinz.

To turn kitchen chaos into a ketch-upgrade, Heinz has installed custom-designed vending machines across Dubai—from Jumeirah Village Circle and Jumeirah Beach Residence to Discovery Gardens and Bur Dubai. From April 16 to 20, residents can drop off their unwanted ketchup sachets—any brand—and receive a full bottle of Heinz ketchup for every five sachets deposited.

“It’s no secret that Heinz fans take their ketchup seriously,” said Passant El Ghannam, Marketing Director at Kraft Heinz MEA. “Their irrational love for Heinz often leads to a stockpile of sachets they never intended to collect. With Heinz Trade-Up, we’re giving them a fun and useful way to upgrade that stash.”

Consumers can follow @heinzarabia on Instagram for real-time vending machine locations and updates. The Trade-Up runs while supplies last, giving Dubai residents the perfect excuse to clear their drawers—and finally upgrade to the ketchup they actually want.