At a lavish buffet at the Hilton last week, Johan Meyfroidt, regional director of H.J. Heinz Co Ltd, unveiled a groundbreaking new look for its iconic Heinz tomato Ketchup. In a move that features a new label and new packaging, Heinz is keen to show that the favourite sauce is 'Grown, not made.'

The contemporary label, the first significant new design to be introduced in over 40 years, emphasises the message that Heinz Tomato Ketchup contains fresh, natural ingredients. The 'Grown not made' strapline features on the front of all packs under the image of a plump tomato on the vine.

In the biggest change to be rolled out since Heinz spearheaded the Top Down revolution, Heinz Tomato Ketchup bottles are now crystal clear as a result of switching to recyclable PET plastic. The material, which has a glass-like clarity, has been introduced to emphasise the naturally rich red tomato sauce.

George Borg Ltd is one of Heinz's oldest distributors.

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