There’s an interesting phenomenon that happens with Kraft cheese vs. Heinz ketchup in the United States.
If you put up the price of Kraft cheese, people choose to buy a different brand.
However, if you put up the price of Heinz ketchup, people still buy the ketchup.
This is a great example of the economic principle of price elasticity in action. The more elastic a product is, the more responsive a market is to a change in price—they purchase more when the price goes down, and less when the price goes up. The more inelastic a product is, people will continue buying the same amount even if the price goes up or down.
Whatever it is, Heinz has found the secret (inelastic) sauce.