Heinz’s famous “57 Varieties” slogan was never an accurate inventory of its products.
Continue Reading »The company already sold more than 57 items when founder Henry J. Heinz adopted the phrase.
According to the commonly told company history, an advertisement using a number to promote another business inspired him to try something similar.
He reportedly combined five, a number he liked, with seven, his wife’s favorite. The result was a signature that customers could recognize and remember.
Over time, those two digits became woven into the experience of buying Heinz, surviving changes in packaging and an expanding product range.
They even gained a practical association: Heinz has recommended tapping near the raised “57” on its glass ketchup bottles to help get the ketchup flowing.
But the number’s original purpose was branding, not ingredients or bottle mechanics.
Its enduring appeal shows how a simple advertising choice can become a familiar presence across generations.
