Have you ever noticed the little “57” printed on a bottle of Heinz ketchup and wondered what it actually means?
If you assumed it was the number of ingredients, the number of ketchup varieties Heinz once made, or perhaps some kind of manufacturing code, you’re not alone. The number has become so closely associated with Heinz that many people assume it must have a practical purpose.
But the story behind 57 is much more interesting.
Why Does Heinz Ketchup Have “57” on the Bottle?
The famous number comes from Heinz’s advertising history.
In 1896, company founder Henry J. Heinz came across an advertisement promoting a company that made “21 styles of shoes.” Heinz liked the idea of advertising the number of different products a company offered, even though Heinz was already selling far more than 21 products.
He decided that “57 Varieties” sounded memorable and distinctive.
The number 57 was essentially a marketing choice, rather than an exact count of Heinz products.
At the time, the Heinz company actually produced many more than 57 varieties of food. Nevertheless, Heinz began promoting its products with the famous slogan:
“57 Varieties.”
The phrase became one of the company’s most recognizable pieces of branding.
So Why Is the 57 Still on Ketchup Bottles?
The number eventually became so strongly associated with Heinz that it became part of the visual identity of the brand.
That’s why you’ll find the 57 on classic Heinz ketchup packaging even though it isn’t telling you something specific about that particular bottle of ketchup.
In other words, the number isn’t there because Heinz ketchup has 57 ingredients or because there are 57 steps in the manufacturing process.
It’s a piece of brand history that became iconic packaging.
The Little “57” Can Also Help You Get the Ketchup Out
Here’s where things get even more interesting.
Many people have noticed the small 57 printed on the glass bottle and discovered that tapping around this area can help the ketchup come out more easily.
However, this isn’t really the original purpose of the number.
The famous Heinz glass bottle is notorious for making people impatient when ketchup refuses to pour. Because ketchup is thick and doesn’t always flow easily, people developed all sorts of tricks for getting it moving.
The “57” trick became famous partly because of the bottle’s design and the location of the branding.
If you’re struggling to get ketchup out of a glass bottle, gently tapping the bottle near the 57 may help encourage the ketchup to move toward the opening.
Why Is Heinz Ketchup So Thick?
Ketchup has a fascinating texture because it behaves differently from ordinary liquids.
It is what’s known as a non-Newtonian or shear-thinning fluid. In simple terms, ketchup can become easier to flow when force is applied to it.
That’s why shaking, tapping, or squeezing the bottle can make such a difference.
The ingredients and manufacturing process also influence how easily ketchup flows. Tomato solids, vinegar, sugar, salt, and other ingredients contribute to its distinctive consistency.
This is one reason the classic glass bottle became such a memorable part of the Heinz experience.
The “57” Became a Marketing Masterstroke
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