Heinz has changed their logo from a pickle to a tomato. Change is sweeping our nation, and I mean more than just President Obama: the debut of Heinz’ new ketchup label is about to hit the shelves of grocery stores worldwide.
If you knew me, you’d know why I have to stay on top of any changes with Heinz; ketchup is water to me and I need it in my system on a daily basis. French fries and fish sticks are just vehicles to transport the awesome ketchup into my body.
But on to the topic at hand: Despite being the most well-known ketchup maker, Heinz is changing their label to reflect various changes in the market. Consumers have converted to the organic and healthy movement and think more about what goes into their body.
If the consumer following is still there (Heinz posted $844 million in net income in ‘08), then why change something that works? To stay ahead of the curve and in tune with consumer desires by focusing on real tomatoes and organic ingredients in their products.
Heinz is heaven on earth: Heinz is one of the many mainstream companies focused on accentuating the healthy aspects of their products in 2009. “With all due respect to the pickle, which has served Heinz dutifully for 120 years, it’s time to shift the focus on the tomato,” said Noel Geoffroy, Director of Heinz ketchup. According to Heinz’s consumer research, the new ‘grown-not-made’ label confirms the ‘wholesomeness of Heinz tomato ketchup’ for 68% of consumers.
This change was not taken lightly by the Heinz Corporation; they tested the new label in the U.K. before introducing it to the American market and found it successful. Heinz launched their ketchup at the Chicago World’s Fair in 1893 and has had a huge following ever since, but that hasn’t stopped them from adjusting to the trends of the times. Lesson to be learned: don’t rest on your laurels.
Photo credit: hb19, Heinz, and my very own amateur Photoshop skills
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why was there a pickle