I'm not sure if this exactly answers your question, but Malcolm Gladwell did an article back in 2004 about the history of ketchup and mustard, specifically focusing on how no one has been able to create a successful challenger to Heinz, but he does talk a little bit about the ketchup market before Heinz, and the circumstances that led to Heinz ketchup.

Essentially, there was an establishment group of ketchup manufacturers, for lack of a better term, who used unripe tomatoes and a preservative called benzoate. This led to watery ketchups. In a sense, it wasn't that different from now. There were more names on the shelf, but they all had more or less the same taste. In the early 1900s, the Department of Agriculture decided that benzoates were bad. The establishment disagreed, but a group of manufacturers led by Heinz decided that vinegar could be used as a preservative instead, which would allow the tomatoes to ripen. Over time, the establishment was pushed out because the market decided that the vinegar and riper tomatoes provided a much better taste, and now we have the single massive company that everyone associates with the word ketchup.

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

This is an interesting article, might not be exactly what you're looking for you as it's mostly about food safety. https://www.nationalgeographic.com/magazine/2019/02/how-henry-heinz-used-ketchup-to-improve-food-safety/