Heinz ketchup has long since kept their ketchup label the same since 1940s, but now according to this article on the NY Times they have finally redesigned the label to include a tomato instead of a pickle, and has revealed a new phrase, “Grown not made.”

Heinz’s new phrase Grown not made is set to be the major theme of their new campaign which is aimed to launch around April or May this year. This redesign came about through studying new consumer spending trends on food products. It will be interesting to see how the shoppers will react to their product labels once it hits the shelves.