Heinz Is Officially Rebranding Its Ketchup
Here’s Everything We Know
The breakfast battle is heating up — and Heinz just picked a side.
Eggs and ketchup: a combo that sparks controversy every brunch table. Some love it, others can’t stand the sight. Whether you’re a die-hard ketchup-on-eggs fan or someone who winces at the thought, one thing’s for sure — Heinz is ready to shake up your morning routine in a big way.
Meet Heinz Breakfast Ketchup — Same Classic Taste, Brand New Mission
For the first time in over 150 years, Heinz is giving its legendary ketchup a bold new identity. No, they haven’t changed the recipe — but they have changed the rules. Introducing Heinz Breakfast Ketchup, the brand’s first-ever ketchup rebranded specifically for your morning meal.
Served up in charming maple syrup-style bottles and splashed with a fresh new label, Heinz wants to make one thing loud and clear: Ketchup belongs at the breakfast table.
|“Ketchup at breakfast should be the norm, not the exception,” says Heinz.
Why Now?
According to Heinz, one in four people already reach for ketchup during breakfast — whether on hash browns, scrambled eggs, or even bacon. So why not make it official?
Partnering with creative agency Wieden+Kennedy, Heinz is launching a full-scale campaign to back the movement. Think digital subway ads in New York, custom Wordle buys with The New York Times, and even Reddit threads inviting users to weigh in on the ketchup-at-breakfast debate.
“We’re celebrating the fans, educating the skeptics, and tempting the curious,” says Jamie Mack, Heinz’s associate brand communications director.
Where to Get It
You’ll find Heinz Breakfast Ketchup at:
100 Waffle House locations nationwide in classic ketchup bottles featuring the new label
Nearly 50 local diners in cities like New York, Chicago, L.A., Dallas, and across Florida — complete with retro maple syrup glass bottles
Whether you’re a longtime lover or a first-time trier, Heinz wants you to start your day with a familiar flavor — now fully breakfast-approved.
The Verdict?
Love it or loathe it, Heinz isn’t asking for permission. It’s making a statement:
“Ketchup is for breakfast.”
Are you ready to flip your morning routine?
