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Once a color reserved for emperors, kings and people-eaters, Heinz Ketchup is hoping purple will appeal to the masses with the announcement of its new EZ Squirt Funky Purple ketchup.

Heinz attributed the choice to demand from consumers for yet another new color following the success of its Blastin’ Green ketchup. More than 10 million bottles of Blastin’ Green were sold in its first seven months on the market.

Heinz researchers found that children–the largest consumers of ketchup–think purple is cool. (Too much exposure to that singing dinosaur, no doubt.) So, purple they shall have.

Traditional Tomato Red remains available, as does Blastin’ Green.