Heinz and Canadian apparel company Herschel Supply Co. have teamed up on a limited-edition luggage collection that gives a classic ketchup shakeup to travel accessories, while aiming to tap into the condiment proclivities of younger consumers.
The concept, which embodies Heinz Ketchup’s branding on a travel-ready accessory, was informed by the emerging trend among gen-Zers and millennials to bring their own sauces with them to restaurants. According to the 2025 Technomic Flavor Consumer Trend Report released in the spring, one in four American consumers from the combined demographics pack custom condiments for dine-out occasions.
The Herschel x Heinz collection, launched in a collaboration between Toronto-based Zeno Group and New York-Los Angeles-based Shadow on PR with social support from Toronto’s The Kitchen, features Vancouver-based Herchel’s medium and large hardshell luggage silouhettes decked out in the CPG’s trademark “ketchup red.”
“While we know there are restrictions on what you can pack when travelling, we know our fans go to irrational lengths to make sure their favourite ketchup is with them everywhere they go,” Kaitlin Kocsis, the Toronto-based brand manager for Kraft Heinz, said in a news release. “This collection offers Canadians a fun and functional way to bring Heinz with them on-the-go so they never have to go without their beloved condiment.”
The collaboration ladders up to Heinz’s global creative platform, “It Has to Be Heinz,” launched in 2023 to celebrate what Heinz calls the “irrational love” of its loyal fans. The brand has leaned on the idea in recent campaigns such as March’s “Heinz Chip Dip,” which urged consumers to rethink their usage occasions for ketchup.
For Herschel, the partnership connects to its strategy of aligning with cultural icons that reflect its blend of design, function and playful brand storytelling. The pieces, which feature a “tear here” visual, interior prints of Heinz ketchup packets and a luggage tag shaped like the brand’s signature sachet, are available through Herschel online.
“Herschel has always been about designing products that are functional, durable and timeless, with subtle moments of personality and discovery,” Jamie Cormack, co-founder of Herschel Supply, said in the release. “Collaborating with Heinz was a natural fit. Their signature red is part of everyday life, instantly familiar and iconic.”
In September, Kraft Heinz officially announced plans to separate the company into two entities, with one company creating a portfolio including Heinz, Philadelphia and Kraft Mac & Cheese and the other carrying brands like Oscar Mayer, Kraft Singles and Lunchables.
