NEW YORK – Pet Inc. is picking a fight with Pace Foods as the salsa category heats up. Pet’s doubling its ad budget to about $10 million and last week broke a TV spot that directly compares its Old El Paso Thick ‘n Chunky picante sauce to rival Pace. Category leader Pace will still outpace Pet, bumping up its ad spending an estimated 25% from nearly $10 million last year to match bigger budgets throughout the category. At the same time, La Victoria is revamping its line, and Heinz USA is introducing Salsa Style ketchup.
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