It is one of those classic trivia questions that feels like a family myth passed down through generations. If your dad was like most, he probably told you it stood for the number of ingredients, or maybe the year Henry Heinz started the company.
The real story behind the “57 Varieties” slogan is actually a masterclass in early American marketing, a bit of psychological trickery, and a secret design feature that changes how you pour your ketchup.
Here is the breakdown of what that mysterious number actually means—and the trick your dad might have been trying to remember.
The Origin: A Marketing Mind Trick
Back in 1896, Henry J. Heinz—the founder of the company—was riding a train in New York City when he spotted a shoe company advertisement touting their “21 Styles” of shoes.
Heinz was captivated. He realized that attaching a specific, quirky number to a brand made it incredibly memorable. At that point, his company was already wildly successful and actually making more than 60 different products, including pickles, horse-radish, mustard, and sauces.
But Heinz didn’t think “62 Varieties” had the right ring to it.
He felt the number 57 was the ultimate lucky charm. He liked the sound of it, he felt it was memorable, and he believed the numbers 5 and 7 had a strange, psychological appeal to consumers. So, despite the math being completely wrong, he launched the “57 Varieties” campaign. It was pure, brilliant marketing flair.
The Secret “Sweet Spot” on the Bottle:
