Original photo by pavlofox/ Adobe Stock
The Heinz ketchup bottle is an iconic piece of packaging and design. Whether large or small, made of glass or plastic, the bottle is instantly recognizable on tables and shelves throughout much of the world. And if you’ve ever looked closely at one of those bottles, you’ll likely have noticed a certain number prominently embossed on the glass or printed on the label: 57.
You may have sat there, waiting for your burger to arrive, wondering about the significance of that particular number. Does Heinz make exactly 57 products and is ketchup the 57th? Does the ketchup contain 57 secret ingredients? Or do the digits refer to something else entirely?
The truth behind this peculiar number is an intriguing combination of creative inspiration, savvy marketing, and numerical superstition. Let’s uncap this mystery together.
A Magic Number
The history of Heinz began in earnest in 1869, when 25-year-old Henry J. Heinz created his first product, a high-quality grated horseradish based on his mother’s recipe. The business expanded, eventually leading to the birth of what became the company’s flagship product: Heinz tomato ketchup.
The now-legendary sauce first appeared on U.S. shelves in 1876 — but those early bottles didn’t feature the number 57. According to the Heinz History Center (an affiliate of the Smithsonian Institution), the origins of the Heinz 57 trademark go back to 1896, when H.J. Heinz saw a sign advertising “21 styles of shoes” while riding an elevated train in New York City. The intriguing effect of the advertisement struck Heinz immediately.
He realized advertising a specific number of product varieties gave weight to a brand; it sounded substantial and impressive, giving customers a sense of abundance and expertise. At that moment, Heinz decided his company needed its own magic number — and “57 varieties” was born.
Why 57?
At the time Heinz had his numerical eureka moment, his company was producing more than 60 products, ranging from plum pudding to olive oil and peanut butter. He could have tallied up the total number of Heinz varieties and chosen the actual, literal number of products, but he went with 57 instead — partly because he liked the way it looked and sounded. There was also a certain amount of superstition involved: He later revealed that five was his lucky number and seven was his wife’s.
Firmly set on 57, Heinz didn’t hesitate to fully incorporate the number into the brand. He put “57” and “57 varieties” everywhere: on bottles, delivery wagons, buildings, and billboards across the country. The number even appeared in large numerals etched into hillsides.
Having originally started as an idea plucked from almost nowhere during a routine train ride, 57 went on to dominate the company’s labels and advertising strategy for decades. Even as Heinz expanded to hundreds of products, the company never abandoned its signature number and the mythical yet sweet-sounding “57 varieties” tagline that can still be found on Heinz bottles today.
Tony is an English writer of nonfiction and fiction living on the edge of the Amazon jungle.
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