How Heinz Fights Ketchup Fraud With A Very Clever Colour Code Hack

[imageource:stockvault]

Ever go the your favourite fish and chips restaurant and then use the ketchup only to have an off-red/brown glob splat onto your plate? If not, you’ve been lucky enough to avoid the sort of establishment that regularly fills their ketchup bottles with the cheapest version of tomato sauce they can buy.

It’s not as uncommon as one would think, and many restaurants buy their tomato sauce in bulk only to fill their existing ‘branded’ bottles with the cheap alternative. Some even ‘recycle’ their old ketchup by boiling it before distributing it to the tables for tomorrow’s lunch crowd. Eww, but true story.

Heinz Ketchup, however, has come up with a genius way to stop these unscrupulous restauranteurs from using its well-known branded bottles as receptacles for crappy ketchup.

Heinz identified the specific colour Pantone code of its ketchup and changed the border of its labels to perfectly match up with the colour of the tomato sauce they produce. Heinz is even calling it, ‘The Label of Truth’.

It’s almost too simple, but thanks to their colour hack, consumers will be able to tell instantly whether the contents are real Heinz or just some sugary sludge someone cooked overnight in the kitchen.

[source:madovermareting/instagram]