In supermarkets around the world, one red label stands out: Heinz 57. Whether you're reaching for ketchup, relish, or baked beans, that bold “57” has become synonymous with quality and consistency. But why 57? If you’ve ever wondered why a company known primarily for ketchup carries a number seemingly pulled from thin air, you’re not alone. The answer is a blend of marketing genius, historical context, and a touch of whimsy—one that transformed a random digit into a global brand identity.
The story of Heinz 57 isn’t just about a product line or an inventory count. It’s a masterclass in branding, born at a time when companies were beginning to realize the power of slogans and symbols. What started as a simple advertising claim evolved into one of the most enduring mysteries in American consumer history.
The Origin: A Marketing Claim That Stuck
In 1896, Henry John Heinz, founder of the H.J. Heinz Company, was riding a trolley in New York City when he saw an advertisement for “21 styles of shoes.” That sparked an idea. At the time, his company already produced far more than just vinegar-packed cucumbers and tomato condiments. By the mid-1890s, Heinz offered over 60 different products, including horseradish, sauerkraut, pickles, jams, and sauces.
Rather than listing them all, Heinz wanted a memorable slogan. Inspired by the shoe ad, he decided on “57 Varieties.” Despite having more than 60 products already, he found “57” catchy and symmetrical. As he later explained:
“‘57’ is a daisy. It caught my eye. It sticks in people's minds. It’s got symmetry. It’s got punch.” — Henry J. Heinz
The number wasn’t based on inventory accuracy—it was pure branding instinct. In 1896, Heinz began stamping “57 Varieties” on crates, labels, and advertisements. The campaign worked. Consumers remembered it. Competitors couldn’t replicate its simplicity. And despite the mathematical inaccuracy, the public didn’t care. The phrase stuck.
Why 57? The Myth vs. Reality
Over the decades, myths have swirled around the significance of 57. Some believe it referred to the number of pickle recipes. Others suggest it was tied to Heinz’s factory locations or employee count. None are true. The truth is refreshingly human: Heinz liked the way it sounded.
At the time, other companies used similar numerical claims. “32 varieties” or “40 flavors” were common in ice cream parlors and general stores. But Heinz elevated the concept by treating “57” as a brand pillar—not just a count, but a promise of variety and reliability.
By 1905, the company had adopted “Heinz 57” as a shorthand identifier. Even though they still sold dozens more items, the name simplified recognition. It became so embedded in public consciousness that customers began referring to the entire company as “Heinz 57,” even though the official corporate name remained H.J. Heinz Company.
How '57' Became a Cultural Symbol
The number transcended its original marketing purpose. By the 1920s, “Heinz 57” had entered American vernacular. It was no longer just about food—it symbolized hybridity, diversity, and innovation.
A notable example emerged in the 1930s, when the term “Heinz 57” began being used colloquially to describe mixed-breed dogs—particularly those with multiple identifiable traits. Dog owners would joke that their pets were “a Heinz 57 mix,” meaning a little bit of everything. This usage persisted for decades and is still heard today, though modern sensibilities have made it less common due to potential offensiveness when applied to people.
More positively, the phrase inspired creative expressions. Artists, musicians, and entrepreneurs adopted “57” as a metaphor for fusion—whether in cuisine, design, or lifestyle. The Pittsburgh Steelers even embraced it: since 1933, their team has been unofficially nicknamed the “Heinz 57 Steeler,” a nod to the city’s deep ties to the brand.
Timeline of Key Moments in the Heinz 57 Legacy
- 1896: Henry Heinz coins “57 Varieties” as a slogan after seeing a shoe ad.
- 1905: The phrase appears widely on packaging and delivery wagons.
- 1920s–1940s: “Heinz 57” becomes a popular nickname for mixed-breed dogs.
- 1969: The company officially registers “Heinz 57” as a trademark for certain product lines.
- 2015: After merging with Kraft Foods, the brand continues using “57” in marketing campaigns.
Modern Use and Brand Evolution
Today, Heinz produces hundreds of products across more than 200 countries. Yet, the “57” endures. It appears on ketchup bottles, merchandise, and even limited-edition collaborations. The company has leaned into the mystique, using the number in playful ways:
- Heinz 57 Steak Sauce – launched in the 1940s, this product directly leverages the brand equity of the number.
- Heinz 57 Center – a nonprofit initiative in Pittsburgh focused on youth development, reflecting community investment.
- Limited-run apparel and collectibles featuring the iconic number.
The brand understands that “57” is no longer just a slogan—it’s a legacy marker. It represents heritage, consistency, and a willingness to innovate while honoring roots.
Do’s and Don’ts of Using Numerical Branding
| Do | Don't |
|---|---|
| Choose numbers that are easy to remember and pronounce. | Use numbers that are too long or complex (e.g., “Product Line #382”) |
| Align the number with a core brand value (variety, speed, quality). | Claim a number that misrepresents actual offerings without explanation. |
| Build stories or myths around the number to deepen engagement. | Let the number become outdated without recontextualizing it. |
| Use consistent visual styling (font, color) for the number across platforms. | Change the number frequently or use it inconsistently. |
Frequently Asked Questions
Did Heinz really only have 57 products?
No. By 1896, the company already offered over 60 products. Henry Heinz chose “57” because it sounded memorable and balanced—not because it was accurate.
Is Heinz 57 a type of ketchup?
No. “Heinz 57” refers to the brand’s slogan, not a specific ketchup variety. However, Heinz does sell “Heinz 57 Steak Sauce,” which has a distinct sweet-tangy flavor and yellow label.
Can I visit the original Heinz 57 site?
Yes. The historic Heinz plant in Pittsburgh, Pennsylvania, is now home to the Heinz History Center and part of the Rivers of Steel National Heritage Area. The clock tower still bears the famous “57” emblem.
Lessons from the Heinz 57 Strategy
The success of “57” offers timeless lessons for marketers, entrepreneurs, and storytellers:
- Simplicity wins. A single number cut through market noise in an era before digital advertising.
- Emotion matters more than facts. Consumers didn’t care that 57 wasn’t accurate—they cared that it felt trustworthy.
- Myth-building enhances loyalty. Letting the mystery grow invited curiosity and conversation.
As branding expert Laura Ries noted:
“Numbers can be powerful brand names when they stand for something bigger. Heinz 57 doesn’t mean 57 products—it means endless variety and dependable quality.” — Laura Ries, Brand Strategist
Conclusion: More Than Just a Number
The story of Heinz 57 proves that great branding isn’t about perfection—it’s about resonance. A chance moment on a streetcar led to a decision that would echo for over a century. Today, “57” is more than a nostalgic tag; it’s a testament to the power of storytelling in business.
Whether you’re launching a startup, rebranding a legacy company, or simply curious about the logos you see every day, the Heinz 57 story reminds us that sometimes, the best ideas aren’t calculated—they’re felt.
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