Henry J. Heinz built one of the most famous slogans in advertising history out of just two words and a number: “57 Varieties.” The twist is that his company already sold far more than 57 products by the time the phrase appeared, meaning the number was never meant to be taken literallyInstead, it became something more useful than an accurate count—a catchy symbol of the company’s variety, quality, and reliability. The real story behind the number says more about marketing instinct than inventory records.
2 min read
The Train Ride That Sparked an Idea
The idea traces back to 1896, when Heinz was traveling by train and spotted an advertisement touting “21 styles” of shoes. He was struck by how a specific number made an otherwise ordinary pitch feel more convincing and memorable.
Heinz realized the same trick could work for his own business. Rather than listing dozens of food products, a single well-chosen number might make his brand stand out in a way a long catalog never could.
Why 57 Made Sense to Heinz
The particular number he landed on, the story goes, carried personal meaning. Heinz reportedly had a fondness for the number five, while seven was linked to his wife. Together, they formed “57”—a phrase that sounded balanced and was easy to remember.
Customers rarely stopped to question whether Heinz truly sold exactly 57 varieties. What mattered was the impression it left: an association with abundance and the trusted Heinz name already familiar to shoppers.
A Slogan That Outlived the Numbers
More than a century later, “57 Varieties” still belongs unmistakably to Heinz. The slogan’s staying power had little to do with precision.
Its success came from being clear, memorable, and emotionally appealing—qualities that mattered far more to consumers than a literal tally. Heinz’s simple idea shows how a strong marketing concept can outlast the very facts that first inspired it.