Why Heinz Bottles Say “57 Varieties”
Some details become so familiar that most people stop wondering how they began.
The number 57 printed on Heinz ketchup bottles is one of those details. It has appeared on packaging for generations and become so closely associated with the brand that many assume it must reflect the exact number of products the company once sold.
In reality, the story is a little different.
According to the widely repeated company account, Henry J. Heinz encountered an advertisement promoting “21 styles” of shoes while traveling by train in the late nineteenth century.
What captured his attention was not the product itself but the effectiveness of the number.
A specific number gave people something concrete to remember.
At the time, Heinz was already selling considerably more than 57 products. Nevertheless, he chose the phrase “57 Varieties” as a symbol for the company.
Tradition holds that the number combined two personal favorites: five, which Heinz considered fortunate, and seven, which was favored by his wife.
Whether because of instinct, timing, or careful judgment, the combination proved remarkably durable.
