Heinz redesigns tomato ketchup label for natural look

By Nikki Sandison, brandrepublic.com, Wednesday, 09 April 2008 12:05PM

LONDON - Heinz has redesigned its tomato ketchup label for the first time in 40 years to emphasise that it contains only fresh, natural ingredients.

A new "grown, not made" strapline will feature on the front of all packs under the image of a plump tomato on the vine.

The ketchup bottles will also become crystal clear as a result of switching to recyclable PET plastic, which is said to have a glass-like clarity.

By using PET plastic Heinz claims it will reduce the total weight of its tomato ketchup bottles by as much as 9%, a saving of almost 340 tonnes of plastic material each year.

The new look, created by design agency Vibrandt, will also include a more streamlined shape and a new "easy peel" seal to make it easier to open.

Heinz wants the design to highlight that it has over 130 years experience in selecting the "perfect tomatoes" and that it uses a bespoke crop grown from its own tomato seeds.

Adrian Mooney, marketing director for Heinz sauces, said: "This major redesign clearly communicates our expert tomato credentials on-pack and emphasises the naturalness of Heinz Tomato Ketchup.

"It was extremely important that we asked our consumers for feedback before changing our iconic label and an amazing 87% feel that it better communicates Heinz's expert credentials."

This article was first published on brandrepublic.com