Packaging International News - May 2011
Heinz Tomato Ketchup Bottle Returns
Posted by Packaging International's US Correspondent on 13/05/2011 - 12:30:00
Heinz is reintroducing its famous tomato Ketchup glass bottle to the United States after a ten-year absence.
The Pittsburgh-based manufacturer is introducing a limited edition Heinz tomato Ketchup bottle featuring a "vintage-inspired design" (pictured) to "bring some nostalgia to the summer barbecue season".
The product, a 14-oz bottle, will be available until August at Wal-Mart and Safeway stores across the US.
The return of the ketchup bottles is something of a surprising move. they've been off the shelves in the US since the late 1990s, when Heinz standardised on plastic bottles it first introduced in 1983. And, as reported by this website, Heinz is now introducing Coca-Cola's 100 per cent recyclable PlantBottle for its for its 20-oz bottle. Thirty per cent of the PlantBottle is made from natural sugarcane plants. Heinz plans to introduce 120 million ketchup PlantBottles this year.
Why then, if Heinz is investing so much in the new PlantBottle, is it also reintroducing glass ketchup bottles? The press release issued by the company reveals the answer. Heinz speaks of the ketchup bottle being part of the American family for decades, and how it helps conjure images of nostalgia and "timeless summer fun".
Noel Geoffroy, Vice President of Heinz Brands said: "In response to that consumer demand and to inspire memories of and relive good times from summers past, we wanted to bring back the glass bottle with a limited edition design that gives a nod to the product's 135-year history."
Reintroducing the Heinz Ketchup glass bottle is therefore a handy way for Heinz to gain a sales boost during the summer. Its also further evidence of a wider trend in retail packaging that's seen many big brands return to their roots by reintroducing older packaging concepts, designs and marketing slogans, the thinking being that consumers will find comfort in uncertain economic times.
Image courtesy Heinz.
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