Starting next week, Heinz will start putting a single, large, vine-ripened tomato on the label of its market-leading ketchup, saying that better reflects the product's natural roots and what's inside the bottle.After more than 110 years, H.J. Heinz Co. is giving the tomato top billing on its namesake ketchup and bumping the pickle from the label of one of America's most iconic brands.
Bottles of the market-leading ketchup with the new label are shipping now and should arrive in stores next week. The image of a single, large, vine-ripened tomato is much larger than the pickle it's replacing and better reflects what's inside the bottle, said Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz.Playing up ketchup's natural roots also feeds into consumers' growing desire for more wholesome, natural foods, analysts and the company said. The new label includes the tagline "Grown not made."
Bottles of the market-leading ketchup with the new label are shipping now and should arrive in stores next week. The image of a single, large, vine-ripened tomato is much larger than the pickle it's replacing and better reflects what's inside the bottle, said Noel Geoffrey, director of ketchup for Pittsburgh-based Heinz.Playing up ketchup's natural roots also feeds into consumers' growing desire for more wholesome, natural foods, analysts and the company said. The new label includes the tagline "Grown not made."
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