Heinz is launching a 12 week augmented-reality app trial for its Tomato Ketchup brand.

Users of the free app for Apple and Android smartphones and tablets, created with augmented reality technology specialist Blippar, can ‘unlock’ a pop-out recipe booklet when the camera is placed over the product, with the recipes featuring Heinz Tomato Ketchup.

The recipes can then be downloaded as a PDF, or the user can click through to video recipes on the product’s Facebook page.

Lucy Clark, Heinz brand manager, said: “We want to inspire the consumption of the brand and the creation of new recipes for people while they are on the move.”

The trial of the app forms part of the company’s ‘secret ingredient’ campaign, which aims to inspire people to use the tomato ketchup as a cooking ingredient.