Heinz changes label after nearly six decades

Heinz has changed the look of the label on its ketchup bottle. It has replaced the gherkin below the product's name with a tomato dangling from a vine to lend a more healthy perception.

The label has not been changed since the 1940s.

The new design featuring a vine-ripened tomato and a tagline of 'Grown not made' emphasises Heinz's deep dedication to tomato quality from seed to bottle.

Heinz worked on the redesign for years and consulted people throughout the organization and conducted consumer research. The company already changed the ketchup label in the UK last year.