Brand Packaging

UK > Heinz ketchup

June 1, 2008

Heinz has introduced a new look for its iconic tomato ketchup labels and packaging across Europe, the first significant new design to be introduced in more than 40 years. The new label emphasizes the message that the ketchup is “Grown, Not Made” and contains only fresh, natural ingredients. This tagline is featured prominently on the front of all packs under the image of a plump tomato on the vine. Heinz is also moving to a clear, recyclable PET bottle across the line. The material, which has glass-like clarity, was selected to emphasize the product’s naturally rich red color. The switch to clear PET also reduces the weight of the bottles by as much as nine percent, saving almost 340 tons of plastic material each year.