The idea came to Henry J. Heinz in 1896 after he saw an advertisement using a specific number to catch attention. His company already had more than 57 products, but he chose the number because it felt memorable and personal.
The “57 Varieties” slogan worked because it sounded simple, precise, and mysterious. It gave customers the feeling of abundance without needing a detailed explanation.
Over time, the number became part of Heinz’s identity. Its power was not in accuracy, but in branding — a small symbol that people could remember for generations.
