I haven't read this in a while, but remember this Malcom Gladwell article discussing why other ketchups haven't had much success:

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

Great snippet -

“The thing about Coke and Pepsi is that they are absolutely gorgeous,” Judy Heylmun, a vice-president of Sensory Spectrum, Inc., in Chatham, New Jersey, says. “They have beautiful notes—all flavors are in balance. It’s very hard to do that well. Usually, when you taste a store cola it’s”— and here she made a series of pik! pik! pik! sounds—“all the notes are kind of spiky, and usually the citrus is the first thing to spike out. And then the cinnamon. Citrus and brown spice notes are top notes and very volatile, as opposed to vanilla, which is very dark and deep. A really cheap store brand will have a big, fat cinnamon note sitting on top of everything.”

Here's an unpaywalled PDF I found of the same: https://labs.la.utexas.edu/gilden/files/2016/04/theketchupco...