Brands » Grocery » Heinz


Find out more about Heinz at:

Heinz is a North American brand, world leader in ketchup, that has over 140 years of history. Specialising in tomato-based sauces, it is one of JMD’s historic brands, having been distributed and sold in Portugal by the company for over three decades.

The HEINZ brand was primarily responsible for making ketchup a symbol of American culture, as important as Coca-Cola or Levi’s. To a large extent, this status was achieved through an effective and consistent communication of the brand in the long term, positioning the brand in the market with the “You Can’t Eat Without It”. As a result, HEINZ became synonymous with ketchup in the United States, Asia and Europe, eaten with hamburger, hotdogs, pizzas, chips and, in combination with many other dishes, it creates a perfect experience, appearing as a touch of flavour, unique and characteristic, that only the original Heinz Ketchup recipe is able to provide.

This is a brand that is characterized by its constant innovation and the diversity of its products, trying to remain close to consumers and adapt its range to their requirements, thereby creating a value proposal.

In this way, the motto of Henry John Heinz – founder of the American multinational company – “To do a common thing uncommonly well brings success” continues to make sense and to last to this day.

In February 2013, the American investment fund Berkshire Hathaway, which belongs to the billionaire Warren Buffett, and Brazilian investment fund 3G Capital, announced the acquisition of Heinz for 28 billion dollars. The capital will be divided in equal parts between the two investors, but 3G Capital will take operational control of Heinz.

According to Heinz, this is the largest acquisition ever carried out in the food industry


Recognised worldwide, Heinz also sets the benchmark in the Portuguese market for Ketchup. It already represents 26.3% of the total market in value, making it the only brand to gain market share in a market that has lost value and in which private label products are gaining importance. (Source: NIELSEN- AM 4S 2012 04 vs AM 4S 2013 04)

It is well distributed through the main channels:Cash & Carries, traditional and modern distribution formats, being present in clients such as: Pingo Doce, Sonae, Auchan, Intermarché, Dia- Minipreço, EL Corte Inglés and E-Leclerc in Continental Portugal and the Islands (Azores and Madeira).

Likewise, it also distributes products other than Ketchup through these channels, including: Mayonnaise, Mustard, Salad Sauces, Other Sauces (for fondue, Soy Sauce, English Sauce and Lea&Perrins Worcestershire Sauce), Ready-made Meals (Baked beans and Tomato soup) and Tomato products (Fried tomato). 



Heinz Tomato Ketchup is the brand’s most iconic product. With no colourants or preservatives, made with the best natural ingredientes, Heinz has its own unique and original flavour that is unmistakable! The different types - original, light and spicy are all available in both glass and convenient top-down PET bottles in various sizes.


Available in Classic, Light and Flavoured (caramelized onions and garlic), they come in various packages of differing sizes, in glass and PET top-down bottles, which are more practical and convenient. The recipe for the original mayonnaise was improved with the addition of free-range eggs.


This is a varied and complete range, including Garlic Sauce, Cocktail Sauce, Spicy Sauce, Barbecue Sauce, Curry&Mango Sauce, American Burger Sauce, 3 Pepper Sauce and the newest one Gaucha Sauce all in convenient and practical 220ml PET top down bottles.

Salad Dressings

The varieties of this range bring a touch of sophistication to any salad, from the Original Salad Cream to the Blue Cheese Dressing, Honey Mustard or Caesar Salad Dressing, all available in 450ml PET top down bottles.


Given that Heinz is a brand that specialises in sauces, it could not do without one of the most well-known and appreciated sauces in its portfolio – mustard. The main objective is to present a complete range: Ketchup, mayonnaise and mustard.  Heinz Top Down Mustard 220ml is made according to sweet American récipe, adapted to the tastes of the Portuguese consumer, without colourants, preservatives or artificial flavourings.

Ready to Eat

Available in cans, the brand produces Baked Beans, an iconic and well-loved product that is an essential part of an English breakfast, and tomato soup.

Other Sauces

Other sauces are also part of the assortment of products, ideal for use as seasoning for all sorts of dishes. This includes classic condiments such as English sauce, Soy sauce, or even Lea&Perrins, an English Worcestershire sauce, also known as the original English sauce, a spicy and aromatic sauce that is very versatile and that can be used to enrich various dishes. It is mainly used as a cooking ingredient, but also as a substitute for vinegar in salad dressings.

Tomato Products

Heinz Fried Tomato 350g is a prepared tomato sauce recommended as an ingredient to add flavour to pasta, rice, tuna and vegetable dishes, among others. It can be eaten either hot or cold. Its recipe is based on a combination of choice fresh ingredients, such as tomatoes, which are fried in vegetable oil with garlic and onion. It is an excellent partner for preparing tasty dishes, simplifying their preparation and making it faster. This is an advantage that is growing ever more appreciated by consumers that are looking for convenience, without wanting to forgo quality.



Heinz, one of the world’s 100 most valuable brands!

In the 12th edition of the Interbrand Study of the Best Global Brands 2012, it included the list of the 100 most valuable brands in the world, with Heinz at number 46. Innovation was considered to be the key for the brand that grew the most according to this study. This is a study carried out every year by Interbrand to show the 100 best companies in the world

Heinz the brand!

This is a Prize and an Exposition of Excellent and Prestigious, Socially Responsible Brands, chosen by a selection of personalities from different areas of Portuguese Society, with a high standard of good taste and quality requirement – and that makes up its Honorary Committee – for the benefit of a social inclusion project carried out by SIC Esperança.

Heinz was highlighted by the general public and by the members of the Honorary Committee from World Lifestyle, who chose it as the favourite brand in the ‘Ketchup’ market.