Red king ketchup "Heinz". The success story of the Heinz brand

Perhaps all Russian parents are familiar with Heinz baby food. A large selection of fast-growing baby cereals with a wide range of fruit and cereal additives, natural canned vegetable, meat and fruit purees, biscuits, puddings, vermicelli - from the company big choice quality products.

Heinz baby products can be used for first feeding, and can become nice addition to the table of an already grown baby. Let's talk about Heinz products for the little ones today.

History and geography of the Heinz brand

Heinz is one of the largest food companies (including children's) in the world, headquartered in Pittsburgh, USA. It was founded back in 1869 and since then has been guided by the principle: "Doing ordinary things extraordinarily well." Heinz is known for its ketchups, sauces, pickles, soups, and frozen foods. No less popular are the products that the company produces for baby food- they are delivered to more than 100 countries of the world.

The company appeared in Russia in 1993, and currently it owns a baby food factory in the city of Georgievsk, Stavropol Territory. It is there that instant cereals and puddings are produced. It is worth noting that their recipe is developed by Heinz experts together with leading Russian pediatricians and nutritionists.

Mashed potatoes, biscuits, vermicelli and tea are produced by Heinz factories located in Italy, not far from the Tyrrhenian Sea.

Heinz Quality Assurance

Heinz positions itself as a company with high quality products that do not use GMOs, artificial flavors, preservatives and colors. Only natural, proven and high-quality ingredients are used in children's products.

Heinz has its own agronomists who are busy selecting farm suppliers and controlling the future of raw materials from planting to harvest. They monitor whether pesticides are applied to them in the fields and whether the use of antibiotics and growth hormones in livestock farms is not allowed.

Each batch of product that enters the Heinz factories is controlled in accordance with the Uniform Sanitary Requirements. Accredited laboratories of Rospotrebnadzor examine raw materials in terms of safety indicators, and certified laboratories of the enterprise - in accordance with physicochemical and microbiological standards. The finished products are tasted by adult tasters of the company, and the final expert assessment is made by the Russian Academy of Medical Sciences.

Benefits of the Heinz brand in the market

• The company's fundamental refusal to use GMOs, preservatives, dyes, flavors and starch.
• A wide range of cereals, taking into account the characteristics of different kids. For example, the company has hypoallergenic cereals that are free of gluten, sugar and milk, dairy-free cereals that children with lactose intolerance can eat, cereals for children from one year old that have pieces of cereal and fruits that can be chewed.
• All Heinz cereals include a Rospotrebnadzor approved vitamin and mineral premix of 12 vitamins (A, D, E, B1, B2, B6, B12, PP, C, folic acid, biotin, pantothenic acid) and 4 minerals (calcium, zinc, iron, iodine). In addition, they are enriched with prebiotics that aid digestion and reduce the risk of dysbacteriosis.

Brand range

Heinz offers products for both baby food (from 4 months old) and food for growing children. The assortment of the brand includes a variety of cereals, cookies, vegetable, fruit and meat purees, puddings, ready meals with meat and fish, herbal teas.

The range of cereals from Heinz is very wide and is designed for a variety of age categories, taste preferences and nuances of the digestion of babies. In the catalog of the company there are low-allergenic, dairy-free, dairy, vegetable, drinking cereals, interspersed with cereals and pieces of fruit for children from one year old.

Raw materials for baby cereals are first carefully sieved and passed through special magnets that will not let any extra elements through. Then the mixture is boiled at 100 * C, after which it enters the dryer, in which excess moisture evaporates. The resulting product is crushed and sieved. The output is an instant porridge that does not require cooking.

• Heinz low allergenic cereals are free of milk, sugar and gluten ingredients, reducing the risk of allergic reactions when consumed. They are created without flavors, dyes, preservatives and enriched with vitamins, minerals and prebiotic fibers. For children from 4 months old, low-allergenic buckwheat and rice porridge, from 5 months you can add corn porridge to the menu. This line is produced in cardboard boxes of 200 grams.
• Dairy-free Heinz cereals are suitable for children with protein allergies cow's milk or lactose intolerance. This line includes the following cereals: buckwheat with apple, buckwheat with Omega 3, oatmeal, wheat-oatmeal with fruit, multi-grain 5-grain and multi-grain 3-grain with linden and chamomile “for the night”. Unlike low-allergenic cereals, these cereals already contain sugar. They are also enriched with prebiotic fibers and a complex of minerals and vitamins. Packing - cardboard boxes of 200 grams.
• Heinz milk porridges are recommended by the Institute of Nutrition of the Russian Academy of Medical Sciences - these are products without gluten, preservatives and flavoring additives. But, as the name implies, they contain milk. Porridges are enriched with a vitamin-mineral complex, such as iron, which is necessary for the prevention of iron deficiency anemia in 4-6 month old babies. Packed in a multi-layered foil package of 250 grams.

This line includes the following cereals: corn, buckwheat, oatmeal, oatmeal with milk and peach, oatmeal with milk and banana, 5 cereals milk-banana-apple, wheat with milk and pumpkin.

For children from 5 months old, a separate series of Heinz Lakomaya milk porridges is offered, which is distinguished by a higher content of milk and fruits. It is produced in cardboard boxes of 200 grams. In the assortment of this line of porridges: buckwheat with pear, apricot and currant, corn with pumpkin, prunes and carrots, rice with apricot and prunes, wheat with peach, apricot and cherry, multi-grain with apple and cherry, oatmeal with apple, blueberries and black currants , wheat-corn with peach, banana and cherry.

• Heinz vegetable cereals for children from 5 months are prepared from two types of cereals, contain prebiotics that favorably affect the intestinal microflora, calcium, zinc, potassium iodide, iron and 12 vitamins. Produced in cardboard boxes of 200 grams in two types: wheat-rice with zucchini and wheat-corn with pumpkin. The product contains gluten.
• Heinz drinking cereals for children from six months are ready to eat - you can drink them through a straw. Does not contain milk powder and vegetable fats. In stores, they can be found in cardboard boxes of 0.2 liters. The Heinz assortment includes the following drinking cereals: milk 5 cereals without added sugar and salt for young children, milk rice and milk oatmeal. Thanks to the convenient packaging, you can take them with you for a walk or a visit.
• Heinz cereals of the Lyubopyshki series are designed for children over one year old and combine several cereals, rather large pieces of fruit and cereals. These cereals contribute to the development of chewing skills. The assortment of the company includes multi-grain milk porridge "Apple, raspberry and black currant", multi-grain milk porridge "Plum, carrot, cherry and black currant", multi-grain milk porridge "Plum, apricot, blueberry", multi-grain porridge yogurt banana, strawberry, multi-grain porridge yoghurt "Plum, apple, raspberry, blueberry".
• A series of Heinz cereals "I'm big" is designed for children from 1 year old, it should be cooked for 2-3 minutes. In this line there are porridges of 5 cereals, buckwheat, oat-rice. Sold in a 200 gram multilayer foil pack.

For the convenience of parents and kids, Heinz produces most of its cereals not only in large packages, but also in 20 gram packs, which are convenient to take for a sample or to go.

Heinz baby food puree

As the producers themselves say, the production process of their Heinz fruit and vegetable purees is similar to the preparation of homemade preparations. The harvested vegetables and fruits after washing and preparation are boiled and then crushed until smooth (homogenized). Next, the puree is poured into jars and corked, after which it is thermally processed again to ensure the microbiological safety of the products. Puree does not contain dyes, preservatives, flavors, GMOs, milk protein, gluten, modified starch, sugar. There are only 100% natural vegetables, fruits and cereals.

• Heinz produces hypoallergenic fruit purees for the first feeding at 4 months (apple, pear, prunes) and mixed fruit purees for children from 6 months: apple-fruit salad, fruit mix, pear with blueberries and cookies. All of them are sold in glass jars 120 grams. In a convenient pouch package, 100 gram packs of mashed potatoes of the following types are available: apple, pear, fruit salad, blueberry apple, mango apple, fruit salad and cereals, prune apple and cereals, strawberry apple and cereals, apple-mango-peach -banana.
• Heinz dessert purees from the series " Healthy sweetness» comes in a 90 gram pouch. They can be given to a child from 6 months. The assortment includes: apple and cream, apple-pear and cottage cheese, apple-pear and cream, apple-peach and cream, apple-strawberry and cream.
• Vegetable purees Heinz are made without the addition of starch and salt. In 80 gram glass jars, the company produces homogenized puree from hypoallergenic broccoli, zucchini and cauliflower, which are well suited for the first feeding from 4 months, as well as carrot and pumpkin puree. In larger 120 gram glass jars you can find vegetable mix puree (carrots, broccoli, potatoes).
• Meat purees Heinz cooks with boneless, skinned meat that is ground, mixed with water, and boiled. The product is then homogenized, packaged in jars, sealed and sterilized. This line includes hypoallergenic rabbit meat and turkey, as well as mashed chicken, beef, veal and chicken with veal. Everything comes in glass jars with a volume of 80 grams.

Ready meals with meat and fish

In addition to regular purees, Heinz also has ready meals with meat for children from six months - peasant beef with vegetables, vegetable and turkey stew, sautéed pumpkin with chicken, country-style veal and even children's naval pasta. In stores, they can be found in 120 gram glass jars. The combination of meat with vegetables doubles the absorption of iron and organic acids from plant foods.

Ready meals with fish from Heinz are presented in 120 gram glass jars in two types: vegetables with trout and hake with potatoes. Suitable for feeding children from 8 months. Contains Omega 3 and Omega 6.

puddings

Heinz puddings are healthy treat containing cream and fruits, natural cereals and vitamins.

For children from six months, the company offers pudding with banana and apple in cream, as well as pudding "Fruit Assortment in Cream". Are issued in cardboard boxes on 200 grams.

Vermicelli

Vermicelli from Heinz "Asterisks" and "Figures" in cardboard boxes of 340 grams is designed for children from 10 months.

It can be an independent dish, or it can be used as an ingredient for soups or second courses. Vermicelli is made from soft varieties of wheat, does not boil soft and does not stick together when cooked.

Cookie

Thanks to a special recipe, Heinz cookies are completely soluble in milk or in the baby's mouth.

It is made without the addition of eggs to reduce the chance of food allergies. 100% natural, enriched with vitamins B1, B2, B6, PP and minerals Ca, Na, Fe. Sold in cardboard boxes of 180 grams and in separate small packs of 60 grams. Heinz does the usual baby cookies, as well as cookies with 6 cereals, apple, banana and apple.

Tea

Children's tea Heinz is an instant drink for children from the 4th month of life to school age. The chamomile tea present in the assortment of the company is a natural sedative and has a good effect on work. gastrointestinal tract. Fennel tea can be used as a digestive aid to help with colic and gas. Rosehip and raspberry tea increases the body's resistance to colds.

The instructions note that as an additional drink for young children, it is recommended to use tea for 2-3 weeks, followed by a break for the same time period. It is sold in stores in cardboard tubes of 200 grams.

The cost of Heinz baby food

Heinz products are in the middle price segment. It is more expensive than Agushi, Frutonyanya, and Tema, and is kept almost at the same level in terms of the price of baby purees from Gerbert and Hipp and the price of cereals from Nestle.

Average prices for August 2017:

• Dairy-free porridge "Multi-grain with 5 cereals" 200 gr. - 90-99 rubles
• Porridge "Tasty" "Buckwheat with pear, apricot and currant" 200 gr. - 115-126 rubles
• Porridge "I'm big" oat-rice 250 gr. - 91-99 rubles
• Fruit puree "Juicy apple" 120 gr. - 42-52 rubles
• Vegetable puree "Cauliflower" 80 gr. - 38-44 rubles
• Meat puree "Kurochka" 80 gr. - 62-73 rubles
• Vermicelli "Figures" 340 gr. - 126-127 rubles
• Pudding "Fruit Assortment in Cream" 200 gr. - 155-159 rubles
• Chamomile tea 200 gr. - 213-224 rubles
• Cookies for children with apple 160 gr. - 106-130 rubles

Henry John Heinz, creator of Heinz ketchup and sauces, is a prime example of the self made man. Without a special education and relying solely on an innate business sense, Heinz was able to come up with original ways to promote the product and develop unique and unusually competent, even by modern standards, marketing and advertising moves in order to interest the maximum possible number of potential partners and consumers.

This year, the Heinz brand turns 145 years old, and the site decided to recall the stages of formation and development of the legendary brand, the value of which, according to the latest report from Interbrand, exceeded $7.6 billion.

Heinz&Noble

It all started back in 1869, when the 25-year-old son of German emigrants, together with his friend Clarence Nobel, founded the Heinz & Noble company and engaged in the production of ready-made vegetable dishes. Despite his youth, Heinz had many years of hard work on his own plot of land, a diploma from one of the best educational institutions in Pennsylvania - Duff's Business College, and even the successful recovery of his father's brick factory from the crisis. However, Heinz preferred food production to the further expansion of the well-established construction business.

The fact is that in the second half of the 19th century, the small town of Pittsburgh, in which the parents of the future magnate settled, began to rapidly turn into the steel capital of the United States. Hundreds of workers came there from the provinces in the hope of getting a job at a large industrial enterprise.

Henry John Heinz

Heinz realized that all these people needed food, and would rather prefer homemade food. And, indeed, produced in a small factory"Heinz&Noble" traditional vegetable preparations were a resounding success, providing a young company with a steady increase in revenue. As Heinz himself later wrote in his diary,« I have always competed only with housewives, trying to ensure that factory-made pickles and marinades are in no way inferior to those prepared in the family kitchen» .

However, in addition to a developed commercial sense, the entrepreneur possessed such qualities that were beneficial for business development, such as pedantry and accuracy. Having observed the process of harvesting vegetables in his mother's kitchen since childhood, Heinz was absolutely convinced that the combination of perfect cleanliness in production and natural traditional methods of fruit preservation guarantee the safety of products for many months.

He was extremely scrupulous about the release of products on the label of which was his name. Heinz wrote: "At some point, my name on the packaging became for people a guarantee of product quality." As a result, the number of regular customers of Heinz & Noble grew day by day: people did not want to trust dubious manufacturers who, for the sake of profit, could bring them to a hospital bed.

Soon, among the company's customers were not only ordinary consumers, but also the owners of large restaurants in the city, whose regulars relished homemade pickles and marinades.

Heinz Food Company

For six years, the Heinz & Noble company has brought a stable income. The only thing that slowed down the expansion of the business was the progressive urbanization of Pittsburgh: the lands on which vegetable crops were previously cultivated were given over to industrial development, and the partners had to order raw materials in the nearest agricultural states - Michigan and Iowa. As a rule, they immediately used all the profits they received for the development of production, and paid off the farmers with the help of bank loans.

However, in 1875, a financial crisis hit America: banks closed and loans ceased to be provided. As a result, the partners were forced to declare themselves insolvent and declare the company bankrupt, unable to pay off the farmers.

Heinz factory, 1900

Henry Heinz was very upset by the financial insolvency that befell him. Things were so bad that he literally had nothing to feed his family. The fact that he could not pay off his creditors was also a heavy stone on his soul: despite the fact that the recognition of the bankruptcy of the company freed Heinz from any debt obligations, he vowed to pay off everyone at the first opportunity.

More than once convinced of the honesty and decency of the entrepreneur, many old suppliers were ready to continue working with him. It only remained to find funds to register a new company and start production from scratch.

The necessary amount was lent by the mother of the manufacturer: Anna Margaretta Heinz I decided to give away what I had accumulated for a "rainy day" to help his son get back on his feet. Her modest savings were quite enough to organize a new business, and a family business was born. Heinz Food Company registered to Henry Heinz's mother and brothers. He himself, as a bankrupt, did not have the right to head the company and officially took the place of an ordinary employee, while in fact he carried out full management of the process.

The first Heinz sauces

In order to regain his good name and pay creditors as soon as possible, Henry John worked tirelessly - he controlled the process of growing vegetables, ensured perfect order in the factory, negotiated with suppliers and wholesale buyers.

Still investing all the profits in expanding the business, he cut himself literally in everything. So, for example, feeling the need to acquire his own transport, so as not to waste precious time on foot walks from the factory to the plantation and back, Heinz allowed himself only the purchase of a blind, and therefore cheap, mare, which became his means of transportation for many months.

American National Seasoning

Having barely put the company on its feet, the entrepreneur seriously thought about expanding its range. He spent every free minute in a makeshift culinary laboratory on home cooking trying to create a dish with the perfect combination flavors and aromas. And after some time he managed to cook an excellent tomato sauce, which received the approval of the mother and immediately put into production.

New seasoning - ketchup "Heinz » instantly gained wide popularity and became one of the indispensable products in every kitchen. In 1896 the newspaper The New York Times called ketchup " american national seasoning» , and its creator, Henry Heinz, received the unspoken title from grocers"King of Ketchup".

By the way, many food companies made an attempt to promote a variety of tomato sauces in those years. While the product created by Heinz had a bright, memorable taste and was prepared from natural products using traditional home canning methods. The entrepreneur was confident in the commercial potential of his offspring and did everything possible to further popularize it.

Heinz ketchup design, 1880-1910

Putting naturalness at the forefront, he focused on the profitable serving of ketchup. So, realizing that the buyer was afraid to pay for an unfamiliar product, Henry John decided to show his face and began to pour the product into glass containers, previously used only for branded packaging. grated horseradish. Intense red ketchup looked favorably on the shelf of any store, eclipsing the products of competitors, "hidden" in cans or dark glass.

In addition, in order not to confuse the buyer with the naturally darkening top layer of the sauce, Heinz gave the order to wrap the necks of the bottles with a colorful label - such an unconventional design also provided the product with additional attention from potential consumers.

They say that a talented person is talented in everything: the story of Henry John Heinz fully confirms this statement. In the shortest possible time after bankruptcy, he managed from scratch to launch the production of not only a previously “run-in” assortment and create a new bright sauce, but also to develop a distribution system unprecedented for the end of the 19th century.

Judging that it was necessary to use the railway network under construction to transport raw materials and deliver finished products to all the cities where the rails had already been laid, Heinz organized a unique tasting system in the country's large stores. Now buyers, before paying for the goods, could try and evaluate it: on special tables in deep plates, the entire assortment of the company was presented, and nearby were disposable cardboard spoons made by Heinz's special order. The manufacturer was confident in the quality of his products and that, as soon as they tried it, they would actively buy it. And, as always, he was right.

Conquest of Europe

Having finally won the love of the Americans, Heinz is taken for Europe. In 1886, he goes by steamer to Great Britain and appears in the office of the respectable and very influential London store Fortnum & Mason.

Fabrikant knew that the chance to win over the conservative consumers of the Old World was extremely small: in those years, American goods were not in the slightest demand in Europe. Therefore, Heinz decided to play for high stakes and made a bet specifically on Fortnum&Mason: the appearance of a product in the range of this store - an unspoken trendsetter in gastronomic fashion and a supplier to the Royal Court - could radically change the situation.

Taking samples with you to the meeting, palatability which Henry John did not doubt at all, he literally insisted on a tasting, after which, indeed, a contract was signed for the implementation of each of the presented products. This historic event began the successful conquest of the brand"Heinz" countries of the Old World.

However, this was far from the only move used by Heinz to conquer the world.

golden flyers

In 1893, the company took part in perhaps the largest exposition of its time - the Chicago World Trade Exhibition, dedicated to the 400th anniversary of the discovery of America and named for this occasion the Columbian - World "s Columbian Exposition. Heinz really expected to conclude many contracts during the event and However, the disadvantageous location of the company's stand - on the third floor of the exhibition complex - threatened to disrupt acquaintance with representatives of the financial community and potential buyers.

This state of affairs fundamentally did not suit the manufacturer. And in order to change it, Heinz comes up with a brilliant move - he orders the printing of cardboard cards, a kind of flyers covered with gold foil, from a printing house. On these conspicuous "postcards" it was written that everyone who wanted to receive a free souvenir was invited to the Heinz Pavilion on the third floor.

The idea worked: not only the owners of large food chains rushed to the stairs, but also hundreds of ordinary visitors. Climbing under the very dome of the exhibition complex, they saw luxuriously decorated counters on which impressive pyramids of various cans and bottles with the inscription "Heinz" towered.

The number as a logo

Despite the fact that things were going as well as ever in America, Heinz preferred to personally control the sales process and for some time constantly traveled on trains from one state to another, writing down any interesting ideas along the way that could subsequently benefit the company.

Once the attention of the entrepreneur was attracted by an advertising poster with the inscription "We have 23 styles of shoes". The businessman found the idea of ​​using a specific figure to give the customer a sense of the breadth of the company's product range.

Sitting in the train car, he began to count the names of his products, but, despite the fact that the list had already exceeded one hundred, Heinz decided to stop at the number 57 - it seemed to the manufacturer quite catchy and memorable. This number became the first and only logo of the company, which to this day is placed on the labels of all products manufactured under the Heinz brand.

Heinz logos

Arriving in his native Pittsburgh, the entrepreneur gave the order to place the emblem wherever it was allowed - on billboards, walls of buildings, sides of trams and omnibuses. It got to the point that huge numbers made of white stones adorned the hills on both sides of the highways leading into the city.

For the sake of promoting his product, Heinz used any informational occasions. If they did not arise naturally, the manufacturer simply came up with an interesting event, consistently getting on the front pages of newspapers.

For example, he once announced that he was buying the building that once housed Heinz & Noble's first assembly line and was going to raft it down the Allegheny River to be located near his current office. The large-scale action, of course, gathered a huge number of spectators on the banks of the river and, thereby, provided a free mention of the Heinz name, as well as the brand of the same name, in all publications dedicated to an interesting event.

Personnel decides everything

Seriously carried away by advertising and marketing, Henry Heinz, however, tirelessly controlled the order in production. At that time, the company already officially headed by him owned several factories that employed hundreds of people. And, despite the fact that Heinz did not recognize trade unions at his enterprises, and the disciplinary requirements at his production were extremely tough, people dreamed of getting this job.

The fact is that in the factories of Heinz reigned almost a family way of life. He was the only entrepreneur of his day to provide workers with full medical care and life insurance. Showers and rest rooms, gyms and swimming pools were equipped for them. And on holidays, hard workers rode around the park in carriages, and again - at the expense of the company.

Heinz factory shop, 19th century

Both outside and inside, the Heinz factory was fundamentally different from the rest. industrial premises late 19th century. Here, perfect cleanliness was at the forefront, which the businessman considered the key to the prosperity of the food company. For example, daily, before the start of the shift, conveyor workers received freshly ironed uniforms and, if necessary, went for a free hygienic manicure. Needless to say, all surfaces were polished to a shine.

Relying on the principle of transparency, the entrepreneur encouraged tours of production, during which dozens of potential consumers could see with their own eyes the conditions in which food products under the Heinz brand were produced.

Heinz vs. Roosevelt

However, not every food company cared about the purity and ultimate safety of consumers. The American food industry was booming, but clear legislation still hadn't been written down. And, taking advantage of their absence, unscrupulous manufacturers packaged in opaque containers and passed off whatever they wanted as canned food, actively clogging the taste and smell of spoiled ingredients with fashionable artificial additives.

The current situation disgusted Henry Heinz. He himself always adhered to the principle of naturalness and introduced a categorical ban on any synthetic "improvers" in his production. Fabrikant sincerely wondered: why spoil quality products artificial additives, if they are perfectly stored, thanks to traditional methods home canning.

Not wanting to stand aside, Henry Heinz, as a major industrialist, turned to Theodore Roosevelt demanding to put things in order Food Industry. However, the American president was in no hurry to interfere in "free" market relations and, in fact, ignored the businessman's request.

Heinz grocery set

Not at all embarrassed, Heinz decided to launch an active campaign throughout the country for tough legislative measures and turned to several media outlets for assistance. Among them was the influential magazine Good Housekeeping, which fully supported the position of Heinz, whose thousands of subscribers were outraged by the inaction of the authorities.

As a result, a wave of protests swept the country, forcing Roosevelt to sign the Food Control Act in 1906. Heinz was rightfully proud of what he had done, in his diary he wrote that, without becoming a priest, as his mother wanted, he nevertheless found a way to bring good to mankind.

As expected, the inspections and investigations carried out revealed the complete non-compliance of many enterprises with the introduced sanitary standards - such factories were closed. And, meanwhile, it was impossible to find fault with either the recipe or the production conditions of Henry Heinz, and thus his enterprises continued to work as if nothing had happened, turning the company into the largest manufacturer in the industry.

Moreover, the widely publicized campaign "for the cleanliness of the rows" led to the fact that only the word "Heinz" was henceforth associated in the minds of housewives with naturalness, quality and safety.

For the preparation of ketchup, the fruits of special varieties are used, since 1936 they have been bred through painstaking selection in a special division of the company. Selected seeds are sent to well-established farms: in particular for the production of ketchup"Heinz" , sold in Russia, tomatoes are grown in the fertile Mediterranean climate - on plantations in Spain and Portugal. Selected varieties even today make it possible to prepare ketchup of the required density without the use of additional synthetic components.

Pack correctly

At the same time, as in the days of Henry Heinz, the company is developing new means of promoting the product, in particular, using updates to its packaging. So, following the innovative, patented in 1882, glass trapezoid bottle with a label hugging the neck, in 1890 its octagonal counterpart appeared on store shelves. The screw cap creates another sensation among consumers, and the keystone-shaped label acknowledges Heinz's "Key stone" home state of Pennsylvania.

In 1968, the company once again shows concern for customers by packaging the "National American Seasoning" in portioned foil bags that you can take with you anywhere, called "Ketchup on the go!".

Dip&Squeeze packaging

It can be said that each next package of Heinz ketchup becomes a sensation in the modern food market: the innovative plastic bottle released in 1983 and the completely recyclable container that followed it in 1990 came to the taste of consumers.

And at the beginning of the current century, Heinz technologists decided to enrich the ketchup color palette by preparing green, and then orange, blue and yellow sauces in EZ Squirt bottles in 2000, especially loved by children. One of the limited editions jokingly offered customers to combine food and painting - each bottle of the famous seasoning contained several flowers at once.

But even on this, Heinz decided not to stop, in 2002 turning over the already familiar plastic bottle upside down, that is, on the lid and, thereby, facilitating the process of using seasoning. And in 2009, the ketchup label underwent changes - the gherkin previously depicted on it gave way to a tomato bunch, accompanied by the slogan "Grown, not just produced", designed to remind the consumer of painstaking work at all stages of ketchup preparation - from selection of tomatoes to packaging of finished product.

Promotional video for Heinz, Super Bowl-2014

In 2010, in an effort to meet the preferences of the majority of consumers, the seasoning is produced in a "travel" package "Dip & Squeeze": it satisfies both the desire to dip food in sauce and pour it over dishes. And since 2011, innovations have touched the Heinz 600-milligram packs, which are made up of 30% PlantBottle renewable natural materials.

At the same time, to encourage customers to design packaging for their favorite condiment, the company periodically hosts The Heinz Ketchup Creativity Contest on the web, whose pop-art work is then adorned with millions of bottles. Professional designers also work tirelessly to improve product labels. Their creations result in exclusive holiday packaging, such as the 450g kraft paper styled late last year, which was released late last year and features Victorian typography to highlight rich history brand Heinz.

The Heinz brand continues to evolve by expanding into new markets, offering new products and using the latest marketing tools. But 145 years later, it is based on the principles laid down by Henry John Heinz, without a doubt one of the greatest businessmen in the history of the world.

The editors would like to thank the Heinz press office in Russia for their help in preparing the material.

Surely, many people believe that ketchup was made from tomatoes from the very beginning. In fact, this is a collective word for salty, spicy liquid sauces. If you look back to the eighteenth century, it turns out that the first ketchup was made from anchovies, walnuts, mushrooms and beans mixed with spices, garlic or onions, wines and alcoholic beverages.

One well-known theory is that the word "ketchup" comes from the Chinese koechiap or ke-tsiap, which means pickle or sauce with canned fish. Somewhere at the end of the seventeenth century, samples and the name of ketchup migrated to England. And later this name was assigned to ketchup all over the world. The British took the idea and used ketchup to marinate anchovies and oysters.

Recent studies have shown that since mashed tomatoes contain more of the antioxidant lycopene, quality ketchup can benefit the body. However, other studies have found that in order to really feel any benefit, you need to eat a 200 ml bottle of ketchup per day.

In 1876, Henry J. Heinz began commercial production of tomato ketchup, which became the most popular ketchup in the world. The recipe for this ketchup has not changed to this day. Although according to another version, tomato ketchup originated from Asian cuisine, where it is known as a simple sweet tomato sauce.
You can find recipes for tomato ketchup with plums, blueberries, peppers, mangoes and other fruits, berries and vegetables. Many varieties of ketchup are also available for sale, including tomato ketchups of different colors.
Often a successful business begins with the introduction of a useful invention. But Henry Heinz was more fortunate than others - without the ketchup he invented at the end of the 19th century, it is already difficult to imagine modern life. The company founded by Henry Heinz is still owned by his descendants. By the way, Democratic presidential candidate John Kerry is married to Teresa Heinz, widow of Senator John Heinz III, great-grandson of the famous founder. From her husband, Teresa inherited quite a decent fortune - $ 500 million. Every 6 out of 10 bottles of ketchup consumed in the United States are Heinz, and the share of ketchup in the total sales of the company itself is 30%. However, the company produces many more things, for example, canned cat food.
One day in the summer of 1896, the 51-year-old owner of several factories for the production of spices and ketchup, Henry Heinz, ended up in New York. A successful millionaire was drawn to unwind, and he decided to walk around this big city. After walking the streets, Heinz boarded the elevated subway, where his eye fell on an advertisement for a shoe store offering "21 styles of shoes" to customers. And then it dawned on Henry. Similar to the ad he had just seen, he started counting the number of products his company, H.J., was making. Heinz. “I counted well for 57, but the number “57” continued to spin in my mind,” Heinz himself later recalled. “The seven had such a psychological charm that the numbers “58” or “59” no longer attracted me at all. This discovery so excited Henry that he immediately got off the train and rushed to the office.
This is how the famous slogan of the Heinz company "57 Varieties" (57 types) appeared, which is still present on the label of the classic Heinz ketchup. Within weeks of that memorable New York subway ride, the number "57" graced the company's advertisements, from newspaper ads to giant billboards in cities.

The success of Heinz & Noble expanded. The range of products gradually expanded. Now the company began to produce more packaged sauerkraut and pickled cucumbers. In 1874, the company moved to larger premises, purchased a hundred acres of garden land, as well as 24 horses, 12 wagons, and a vinegar factory in St. Louis. Heinz & Noble also opened a representative office in Chicago.

But a year later, the existence of Heinz & Noble suddenly ended. As early as 1873, an economic depression began in the United States. However, these macroeconomic unrest had almost no effect on the activities of the firm of Heinz and Noble. They were knocked down by an unprecedentedly plentiful cucumber harvest in 1875. Heinz & Noble had obligations to the farmers to buy their entire crop at a fixed price. But this time there were so many cucumbers that the funds reserved for their purchase were not enough, and the company was unable to meet the farmers' requirements. And because of the ongoing depression, it was almost impossible to get a loan. Heinz & Noble was declared bankrupt.

Ketchup turned out to be a happy invention of Heinz. Consumers were simply delighted with it. Now it was possible to radically improve the taste of a wide variety of products - from sausages to pasta. In 1876, the turnover of the Heinz company amounted to $44,474 (about $665,000 now). Five years later, in 1881, sales had already increased sixfold to $284,000 (about $4.7 million today). Such a rapid increase in income allowed him already in 1879 to pay off all the debts associated with the "cucumber" bankruptcy.

Henry continued to expand the name of preserves, sauces and marinades. Ketchup was followed by products such as red and green pepper sauces, chili sauce, apple cider vinegar, apple sauce, mustard, olives, pickled onions, pickled cauliflower, baked beans and pickles. Soon Heinz's company was also present in production canned tuna. And in all cases, one scheme worked: selection of a product from several options, bringing taste and production technology to perfection, original packaging, active advertising and mass production. The active use of the most advanced technologies at that time also helped to overtake competitors: steaming and vacuum canning.

In 1888, Henry completed the purchase of the company from his relatives and renamed it H.J. Heinz. In the newspapers, Henry was now called nothing more than "marinade king."

Know-how of Henry Heinz
1. The consumer prefers transparent packaging, which shows the quality of the product. As Henry said, "Seeing is believing."
2. Buyers will appreciate even if simple things are done with high quality.
3. Branded bottle, branded label, branded symbols - "57 species" - are preserved by the company to this day.
4. Free distribution of samplers with finished products.

Four steps to a million
1. Since the age of seven, Henry Heinz has been gardening and selling vegetables.
2. From the age of 12, he began selling grated horseradish, made according to his mother's recipe, at a local grocery store. The proceeds from the sale were more than enough to pay for college.
3. At the age of 25, he organized a firm for the production of grated horseradish on an industrial scale.
4. At 32, he came up with a completely New Product- ketchup.

Heinz is synonymous with ketchup all over the world. And when it covers a steak or barbecue with a thick layer, they think a little about where this wonderful seasoning came from.

This is interesting not only from the point of view of history, but also from the standpoint of the business phenomenon behind this product. Ketchup was born thanks to a person who built a whole brand on it, and this is a rare case when a businessman not only created his own business, but also created the product itself.

6 acres and a boy.

It is very easy to guess that the name of the Heinz company comes from a German surname. The founder of the brand was called Henry Heinz, he was the son of immigrants who moved from Germany to America during the years when everyone was trying to build new life in the New World. Henry's parents met at a local community meeting.

As a child, Henry did not feel financial difficulties, because his father was a businessman - he owned a small business where they produced bricks. There was enough money, and this contributed to a happy childhood in all its manifestations. Little Heinz from early childhood spent a lot of time in the garden, behind the big house where the family lived.

At first it was just a place where the child played with his friends, then it turned into a hobby - Henry began to study plants, and then began full-time work in the garden. Thanks to his work, beautiful vegetables and fruits grew.

Henry had almost no one to help, and therefore all the fruits of his labor were entirely the result of the talent of the little guy. When the whole district learned about the quality of vegetables, Heinz realized that he could earn some extra money on this. At 12, Henry became one of the youngest entrepreneurs in the world. He expanded the garden, grew vegetables there, and then delivered them to local shops. Moreover, couriers were already working for the guy, who delivered vegetables and fruits to resellers. In a very short time, the little businessman, who already had his own stable business at the age of 13, became a local legend,

the number of consumers grew, and the quality of Heinz vegetables was unsurpassed. In this mode, Henry worked until he was 25 years old, then he combined finances with his friend Clarence Nobel and created Heinz & Noble.

Vegetables, design and ketchup.

Young entrepreneurs immediately set to work persistently and chose high-quality innovations as the main guideline. Horseradish was the first Heinz & Noble product. Competitors were making horseradish in cans long before Heinz & Noble, but horseradish was produced in opaque cans, which made it difficult to judge the quality of horseradish. Heinz and Noubel decided that in such a market situation, they could win through design.

Heinz & Noble started producing horseradish in transparent cans. In addition to the fact that customers could see the goods they paid for, the bank attracted with its aesthetic design. The next step for Heinz & Noble was the development of the company's logistics, short and profitable supply routes began to open up, which made it possible to greatly contribute to the growth of the business. Already in the first year, the company became extremely profitable, and therefore the expansion continued at a frantic pace. It was during this period that ketchup was born. At the end of the XIX century. Americans were not very familiar with tomatoes. Tomatoes were brought here from Mexico, and not everyone loved them.

The liquid Chinese tomato sauce "ki-siap" was even less in demand. Few took this curiosity to the table, and supplies from China were so rare that most people did not even know about such a seasoning. It was then that Heinz showed his talent - he took "ki-siap", through experiments he changed the flavor range of this sauce and gave it a new name - "Ketchup". The novelty, which, thanks to the large network of Heinz & Noble, appears on all shelves, becomes an instant hit. An unusual sauce, which goes well with almost all dishes, becomes a national dish in a couple of years.

Profits instantly rise, Heinz & Noble begins to export their products abroad. In the 1880s, Heinz & Noble ketchup becomes the official favorite sauce of the British royal family, and the company opens its first representative office in England.

Friends and Crisis.

When the company was at the peak of its fame and financial power, a crisis erupted in the United States. Heinz & Noble lost almost 80 percent of its money and was on the verge of bankruptcy. Henry and his friend Nobel decide to end their business relationship. Heinz tries not to let the business stand idle, and very quickly rewrites the shares in the name of his father and brother. This is how F & J. Heinz appears. There is another theory that the company's affairs were not so disastrous, but Heinz insisted on breaking off relations with Nobel because he was a bad partner. So, the company experienced a rebirth, began to restore the ruins and build new buildings in its empire. Things went well again, the lost was returned, and therefore Henry's ambitions began to manifest themselves again - he buys all the rights to the brand from his relatives and becomes the sole owner of the brand, which in 1888 was renamed H.J. Heinz. The autocracy in the company had a very positive effect on the brand's products. Henry began to introduce new technologies, product quality control systems, and improved logistics. Then among the products of H.J. Heinz there were already canned vegetables, variety of sauces and spices, America recognized the monopoly of H.J. Heinz in the market with a dollar canned food. And when in

In 1919, Henry Heinz passed away, leaving behind 25 factories around the world, a powerful brand and a multi-million dollar turnover. And, of course, Henry left his heir to the world - the son of Howard.

Sons and more ketchup.

The last of the Heinz family to rule the empire was Henry - John Heinz, after which a hired top manager took over as director, but this did not change either the face or the company's policy. Heinz is a brand that not only built itself, it built an entire industry, opened a new product, and acted as an innovator. Few brand founders have created something radically new, but Henry Heinz succeeded.

An amazing sense of time, trends, needs opened a successful path not only for a businessman, but for all mankind, because without red sauce, food would only be a means to maintain strength, and not a work of art with a touch of tomato. And we would never know that meat can be friends with tomatoes.

The opinion that imported analogues are much better than domestic products has existed in our country since the 90s, just from the moment when foreign products first appeared on the shelves of Russian stores in large quantities. Until now, many of our compatriots still compare the taste of familiar products of global brands made in Russia and abroad. And they usually say that there is a difference, especially for dairy products, chocolate and alcohol. At the same time, manufacturers, as a rule, take the opposite position: the quality everywhere meets international standards, which means that the taste should not differ. Roskachestvo, within the framework of one of the rolling studies, carefully studied the products made by the famous world leader in the production of ketchup. Trademark, volume, container and type of sauce (tomato) were absolutely identical. The only difference was that one sauce was made in England, and the other - near St. Petersburg. As it turned out, there really is a difference between them!

preservatives and starch

Ketchup is usually sold in small packages of 350–500 g, which means that, with moderate consumption, the average family will run out within a month. The period is short, but nevertheless, any manufacturer intends to increase the time during which the sauce will be edible. The struggle to increase the shelf life of ketchup around the world is on two fronts: some manufacturers use preservatives, others use more expensive ones, modern technologies production. Approximately the same approach to the naturalness of the sauce: some manufacturers honestly use tomato paste when making ketchup, and some dilute it with starch. On the packaging of both “Englishman” and “Russian”, information was highlighted in large print that the product does not contain preservatives and starch. After laboratory analysis, the experts issued a verdict: the information on the label is true. Both ketchups can be called natural.

Dyes

The ketchup that we are used to should be shaken out of the bottle with difficulty, be sure to drip past the plate and, of course, have a rich red color, otherwise what do tomatoes have to do with it? However, the business world does not blush in this sense and does not hesitate to use dyes to make ketchup presentable. appearance. Just with the help of synthetic dyes, the above-named starch is given the color of tomato paste. Therefore, their presence in the composition of ketchup should be alarming. Our coloring team members have once again become a model of honesty. They promised to do without "chemistry" - and they did. Regardless of the place of origin.

chlorides

The composition of natural ketchup will never be printed in a lengthy list. On the label, it will fit in several lines. And everything in it will be organic - sugar (and not a sweetener!), Water and, of course, salt. Sodium chloride itself is a good natural preservative. It is important to note that the salt content in these two ketchups was at a safe level for the Russian market. By the way, they are the ceiling of 2.5% chloride in the composition. Our "compatriot" kept within this framework as strictly as possible - it contained the same 2.5%, but the English sauce, which did not adapt to local standards, was less salty - only 2.2% salt. Given that Russians generally prefer saltier food, this is a loss for the British food industry.

Nitrates in vegetables do not please anyone, but it is worthwhile to understand that they are always present in various cultures. Nitrate nitrogen enters any plant from the soil, whether it is treated with chemicals or located in an ecologically clean area. The problem of nitrates is in their concentration: at a high content, they can really be dangerous for the human body, at a low content, nitrates are harmless. It is important to say right away that in two ketchups, the nitrate content was at the lowest possible level. With a dangerous line of 150 mg/kg, the Russian sample contained 27 mg/kg, while the English sample contained 20 mg/kg. It should be noted that the method for determining nitrates allows an error of +/- 4 mg. So, theoretically, there could be more nitrates in the English sample. With a margin of error, ketchup made in England gets +0.5 points.

Safety

Both participants of the competition were completely safe for humans. They did not contain toxic elements, mold, yeast, fungi and other pathogens. The only difference between the sauces in this part was the content of cadmium. His concentration, however, was also quite safe. However, if you look closely, this heavy metal was still more in imported ketchup. At allowable rate 0.03 mg/kg "Russian" contained 0.017 mg/kg, and "foreigner" - 0.022 mg/kg of cadmium. But here the error interferes again - here it is +/- 0.011 mg / kg. So, again, the result could be different, but nevertheless, Russian ketchup gets its 0.5 points.

Mass fraction of soluble substances

Dry solubles are the most important ingredient in ketchup. Ideally, the maximum volume of dry soluble substances should be tomato paste. In the worst case, starch will be in its place, but its absence in two samples was proved by the results of the first round. According to the results of laboratory tests, the “Englishman” was recognized as the most generous for tomatoes: it contained 29.9% of dry matter, in the domestic analogue - 1.7% less, in total - 28.2%. England level the score.

Organoleptic

Despite minor differences in composition, the most important, defining characteristic of ketchup for the consumer will be taste. It is he who gives the answer to the main question of the test: why are ours worse than imported ones? Laboratory tests give an answer that may disappoint some: nothing. Russian ketchup was barely saltier, but this difference is not recognized by any consumer when tasting. Otherwise, the taste, color, consistency of ketchups were recognized as identical and fully consistent with the product category "tomato ketchup".

In the final - a draw

Despite a number of details that distinguish one ketchup from another, both of them successfully passed all laboratory tests, showed the highest quality and proved to be worthy of the Russian Quality Mark. True, here, too, differences were revealed between the two "brothers". Only goods produced in our country have the right to be awarded the Russian Quality Mark. About others best ketchups countries read .