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Registry Provider: Neustar
Type: Brand TLD
Priority #: 1345 - ProMark Brands Inc.

More information: NTLDStatsLogo.png

.heinz is a Brand TLD that was submitted and subsequently withdrawn from ICANN's New gTLD Program. The applicant was Heinz (ProMark Brands Inc.).[1] The applicant also withdrew its application for .ketchup. The withdrawals were made in time for the applicants to get 70% of their $185,000 application fee refunded.[2]

Application Details

The following is excerpted from the applicant's response to question #18:

"ProMark Brands Inc. (“ProMark”), a subsidiary of H.J. Heinz Company (“Heinz”), has filed this application for a .HEINZ gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for consumers to access content related to Heinz brands worldwide.

Through a unified corporate approach, ProMark intends to submit two gTLD applications for the strings .HEINZ and .KETCHUP.

The intended future mission and purpose of the .HEINZ gTLD is to serve as a trusted, hierarchical, and intuitive namespace, provided by Heinz through ProMark, for consumers, partners, and institutional consumers of Heinz products.

ProMark will be examining other .BRAND gTLD applications, as well as general market adoption, to determine short- and long-term potential use case options for .HEINZ to most effectively support Heinz’s online marketing strategy.

18.1.1 H.J. Heinz Company Family of Brands

Heinz is one of the world’s leading marketers of branded foods to retail and foodservice channels. With approximately 32,000 employees worldwide, Heinz markets its brands in hundreds of countries around the world.


ProMark intends to initially limit registration and use of domain names within the .HEINZ gTLD to Heinz and its qualified subsidiaries and affiliates. This initial limited use will allow Heinz to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt ProMark from its annual Code of Conduct Compliance requirements.

After Year 3, ProMark will evaluate whether opportunities exist to carry out the business strategy for the .HEINZ gTLD through expansion that continues the sustainable operations of the registry through fee-based registrations to parties other than Heinz and its qualified subsidiaries and affiliates."[3]