The number 57 has mystical significance to the Heinz company, but it has never had much to do with reality. The slogan was invented by the company's founder, Henry J. Heinz, in 1892 while he was cruising around on the elevated in New York one day. Whilst reading the car cards on the ceiling, his eye alighted on the slogan "21 styles of shoes." To pedestrian minds such as our own, R.B., this probably does not sound like one of your landmark advertising mottoes, but that's why we're not millionaire ketchup barons. Heinz, on the other hand, could recognize genius when he saw it. Cogitating briefly, he soon conceived the immortal words "57 varieties," whereupon he got off the train and set about plastering the nation with the now-famous pickle-plus-number logo. The one problem with this scheme was that at the time the company was manufacturing more than 60 varieties. However, Heinz stuck with 57, for what his biographer describes as "occult reasons."
