For years, I thought the number “57” on Heinz ketchup bottles had something to do with the recipe. Maybe it meant there were 57 ingredients, 57 spices, or even the year the company was founded. As it turns out, none of those guesses are correct.
The story goes back to the late 1800s when Heinz founder Henry J. Heinz was riding on a train and saw an advertisement for a shoe company that boasted about having “21 styles.” He loved the marketing idea and decided that his own company needed a memorable number.
At the time, Heinz actually sold far more than 57 products. In fact, the company already had over 60 varieties. Still, Heinz felt that “57” sounded lucky, catchy, and easy to remember. According to company history, he chose the number partly because he liked the digits 5 and 7.
The slogan “57 Varieties” quickly became one of the most recognizable advertising phrases in America. Even though the company eventually grew to produce hundreds—and later thousands—of products, the number remained part of the brand’s identity.
There’s also a fun ketchup tip connected to the famous number. If ketchup is stubbornly stuck in a glass Heinz bottle, the company recommends tapping the “57” printed on the neck of the bottle. Hitting that spot helps the ketchup flow more smoothly.
So the answer is surprisingly simple: the “57” doesn’t represent the ingredients or products Heinz sold. It was a clever marketing choice that became one of the most successful brand symbols in history.
