According to the survey of UK caterers conducted by market research company Cambridge Direction, Heinz Tomato Ketchup loyalists, for example, perceive the best seller to be the 'gold standard' and believe there is no better tasting product available. The new qualitative findings are one of the driving forces behind 'It Has To Be Heinz', which focuses on the deep connections the Heinz brand holds and the fact some things 'have to be'. Head of marketing for Heinz Foodservice Chris Cannon said that the findings were a great insight into caterers' motivations behind buying brands in foodservice and, specifically, why it has to be Heinz. "What this report clearly shows is that, on top of unique taste and appearance, there's a definite emotional connection with the brand, which caterers acknowledge is inherently important to customers. They do not want to jeopardise this by switching to an own label or other brand, especially so front of house, where the power of the brand is really felt. From some of the responses, it's also clear caterers know customers are reassured by the sight of the Heinz name. "Other insights show customer opinion and feedback to be the main drivers as to why caterers do not switch from Heinz. Interestingly, there were respondents that do not use Heinz who said they could personally tell the difference, but convinced themselves their customers would not." The findings could prove particularly useful to restaurant chefs in the process of re-evaluating their strategy for the year ahead, said Chris. "Research shows the restaurant industry is under great pressure to adapt with more than just menu development to reflect emerging trends. These include consumers adopting simpler eating out habits as their reasons for dining out become less about special occasion, more about regular treats and simple meal replacement, and consumers becoming more savvy and demanding of the whole eating out experience. "Mid-market restaurants are having to modernise their offering to entice families hit by the recession out of their home7, while fine dining operators can nowadays ill afford to intimidate consumers8. Offering quality brands customers know and trust alongside appealing menus is part and parcel of all this industry development and a key message of 'It Has To Be Heinz'." Already live in retail with TV and radio adverts and consumer promotions, 'It Has To Be Heinz' will continue through 2010, and, in foodservice, will concentrate on seven iconic products; Heinz Tomato Ketchup, Heinz Mayonnaise, HP Sauce, Heinz Salad Cream, HP BBQ Sauce, Heinz Classic Soup and Heinz Beanz, all in a variety of great catering formats.