Why Heinz Ketchup Bottles Feature the Number “57”: The Marketing Story Behind an Iconic Brand
Heinz has long been associated with the phrase “57 Varieties,” a slogan that appears on its iconic ketchup bottles and has become part of the brand’s identity worldwide.
The story dates back to the late 19th century, when company founder Henry J. Heinz was reportedly inspired by a shoe advertisement that emphasized a specific number to make its message more memorable. At the time, Heinz already produced far more than 57 products, but he chose the number because it felt distinctive and easy to recall. The selection was also said to have personal meaning—“5” was considered his lucky number, while “7” was his wife’s favorite.
By using “57 Varieties” across packaging and advertising, Heinz turned a simple marketing phrase into a lasting brand symbol. The number created the impression of abundance and variety, even though it was never meant to be a literal count of products.
Over time, consumers embraced the phrase as part of the brand itself. Today, “57” is no longer about accuracy, but identity—representing consistency, tradition, and one of the most recognizable marketing slogans in food history.
