Kraft Heinz has way more varieties than 57 – here’s why its tagline still says “57 varieties”


Heinz ketchup has the famous slogan “57 varieties” stamped on its bottles.

Although the origin of these famous “57 varieties” is not entirely certain. There are a few stories reported by CNN.

One is that HJ Heinz, the Pittsburgh businessman who developed the brand, pulled the issue out of nowhere in 1896, CNN reported, citing a biography of Heinz. Even Kraft Heinz, the company that makes the ketchup today, admits the number is wrong.

HJ Heinz found number 57 “mystical, magical and memorable,” Heinz brand manager Ashleigh Gibson told CNN. Gibson claimed that five was Heinz’s lucky number, while seven was his wife’s lucky number.

A second version of the slogan’s origin story, according to Heinz’s personal secretary, is that Heinz simply thought “57” sounded better than the alternate numbers, CNN reported.

What is clear is that Heinz sold fewer than 57 varieties of sauces when its founder started using the number. Today, Heinz strains number in the hundreds.

However the slogan number appeared, Heinz’s “57 varieties” slogan became a symbol of the company, appearing on New York’s first electric billboard in New York City in 1900 and in many many corporate ads since then, CNN reported. The “57 varieties” slogan also appears on other Heinz products, from beans to mustard.

It’s “a brand asset,” Heinz’s brand manager told CNN.

Kraft Heinz has received a boost from the pandemic over the past two years as many consumers ate more meals at home instead of going out to public places and restaurants.

Instead of developing new products, many of Kraft Heinz’s innovations have been variations on its century-old eves, such as a bottled mix of ketchup and mayo it sells as “mayochup.”

Former employees and food industry analysts told Insider last year that Kraft Heinz was in danger of losing more ground with consumers, both due to continued cost-cutting and brand competition. more innovative startups, such as Unilever’s Sir Kensington’s. .

The merger of Kraft and Heinz, completed in 2015, contributed to a feeling that “the company is no longer tied to the history and the region” of Pittsburgh, where the Heinz brand was developed, Emily Ruby, curator at Sen. John Heinz History Center, told CNN.

But the “57 varieties” claim on the company’s bottles remains a key Heinz brand marker, Ruby said. “I think people would be really upset” if the company stopped using the number, she told CNN.


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