The world’s leading ketchup brand goes upfront with its natural ingredients
It’s a brave brand that messes with its key assets. But over in Brazil, Heinz Tomato Ketchup has re-jigged its iconic labels to emphasise the claim that among other ketchups, it uses only natural ingredients. While all foods must declare their ingredients on pack, Heinz, together with Africa, São Paulo, placed its six key ingredients front and centre. So now, instead of ‘Tomato Ketchup’, the new label reads ‘tomato, sugar, vinegar, salt, onion, natural flavours and that’s all’. According to Heinz, 6 million of the new labels hit the shelves reaching over 69 million Brazilians and boosting brand interactions by 500%.
Credit to the 140-year-old brand for having the courage to shake things up.