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Heinz ketchup label unveils new look

After 110 years, labels drop pickle in favor of the tomato for 2009.

Pw 5873 Web Heinz

In the end, the tomato won out. That's according to Heinz North America, Pittsburgh, which announced a label redesign for its flagship ketchup brand.

The gherkin pickle, which has been featured on Heinz Ketchup labels since the 1890s, is making way for a vine-ripened tomato and a tagline that clearly communicates that the tomatoes in Heinz Tomato Ketchup are "Grown not made." The tomato imagery on the new label emphasizes Heinz’s heritage as the world’s largest processed tomato company with a deep dedication to tomato quality from seed to bottle.

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