Heinz Ketchup recently announced a change in its traditional label, which has featured a pickle for the past 115 years. In its place, consumers will now see a tomato, along with the message “grown not made.”
Heinz hopes that the label redesign will remind consumers that the company’s tomatoes make the best ketchup product. Consumer research shows that the new label confirms Heinz as a “wholesome” company.
This is the first overhaul of the ketchup label in almost 65 years. Heinz ketchup has featured the pickle on its label since 183, when founder H.J. Heinz decided to give away pickle-shaped pins at the Chicago World’s Fair. The promotion was an instant success, and the pickle was placed on the label.
Heinz has recently made a number of changes to focus more on the tomato and other organic aspects of their product. In June, they partnered with other major food companies, like Coca-Cola, to create a greener shipping system. They also have set ambitious emission reduction goals and announced in their 2007 CSR report that they’re focusing on greener packaging and waste management.