By Gary Symons
TLL Editor in Chief
The Canadian lifestyle brand Herschel Supply’s latest luggage line is the epitome of good taste … literally … thanks to a clever collab with HEINZ.
The global leader in condiments announced its first-ever collaboration with Herschel, a Vancouver-based lifestyle brand that has gone global. The partners say their partnership is intended to unite flavor and style, and is inspired by the trend of younger people who pack their own condiments when they travel.
HEINZ notes research in the 2024 Technomic Flavor Consumer Trend Report showed that a quarter of Gen Z and Millennials pack their own favorite condiments for dining on the go.
The Herschel luggage collection leans into that surprising trend, rich in brand loyalty, by transforming the iconic HEINZ Ketchup design into a stylish, travel-ready accessory, allowing fans to carry their favorite sauce with them this travel season, no matter the destination or travel size requirements.
“To our condiment-obsessed fans, ketchup is a non-negotiable on their packing lists,” says Jacqueline Lanphier, Senior Brand Manager, HEINZ. “Whether they are stashing packets in their carry-ons or including a full-sized bottle in their checked bags, this collection celebrates fans’ loyalty and passion for going all in on the things they love no matter where their adventures may take them.”
HEINZ’s licensing agency Brand Central Group brokered the partnership between these two top brands in their categories.
The red-hot, limited-edition collaboration certainly adds a touch of flavor to travel, combining Herschel’s best-selling silhouette with HEINZ’s rich “ketchup red” color.
Herschel is globally recognized for designing travel gear that is thoughtfully constructed, stylish and built to last. The Herschel x HEINZ collection features two standout pieces; the Herschel Heritage Hardshell Medium Luggage and the Herschel Heritage Hardshell Large Carry-On.
Both pieces include features jet setters love including easy-access split design with a zippered closure, reinforced corners for extra protection and 70% recycled polycarbonate material made tough and impact-resistant to handle anything an airport baggage handler can throw at them.
In addition to the bags’ bold red exterior color, the collection includes unique pops of flavor throughout, including the “tear here” ketchup visual, an interior print featuring HEINZ Ketchup packets, and a custom removable belt and luggage tag in the shape of a HEINZ Ketchup packet.
It’s definitely the luggage that answers the question, ‘Do you want fries with that?’
Lanphier says HEINZ was thrilled with the results of this partnership.
“As a fellow brand with unapologetic fandom and dedication to style, quality and purpose, Herschel is the perfect partner to bring our vision to life … because life’s too short for bland luggage or bland food,” she said.
Jamie Cormack, Co-Founder of Herschel Supply, says the project was a fun way to celebrate the sometimes obsessive love that fans have for the Heinz’s commitment to rich flavor.
“Herschel has always been about designing products that are functional, durable, and timeless, with subtle moments of personality and discovery,” says Jamie Cormack, co-founder of Herschel Supply. “Collaborating with HEINZ was a natural fit. Their signature red is part of everyday life, instantly familiar and iconic.
“Together we evolved our Heritage Hardshell with refined details that feel distinctly Herschel and HEINZ.”
The collection is available online at www.herschel.com in the United States and Canada while supplies last.