HEINZ and Herschel turn ketchup into carry-on cool

HEINZ is adding flavour to the travel season with a new collaboration that turns its signature ketchup red into a statement piece. The condiment giant has partnered with global lifestyle brand Herschel Supply to launch a limited-edition luggage collection inspired by fans who never travel without their favourite sauce.

According to the brand, the partnership draws from insight that nearly a quarter of Gen Z and Millennials pack their own condiments when dining on the go. The collaboration reimagines that passion for flavour through design, bringing together Herschel’s craftsmanship with HEINZ’s unmistakable brand aesthetic.

The collection includes two pieces, the 'Heritage hardshell medium luggage' and the 'Heritage hardshell large carry-on'. Both are made from 70% recycled polycarbonate and feature Herschel’s signature split design, reinforced corners, and a high-gloss “ketchup red” finish.

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Inside, the bags are lined with a playful HEINZ ketchup packet print and come with custom removable belts and luggage tags shaped in the form of the brand’s iconic condiment sachets.

A short clip on the brands’ Instagram accounts brings the collaboration to life. It opens on a man at an airport, digging into a box of fries, only to realise he’s out of sauce. He then remembers a stash of HEINZ ketchup packets in his luggage, quickly adds some, and devours the fries before dashing off to catch his flight. The video closes with the tagline: “Travel with taste”.

The collaboration builds on HEINZ’s global creative platform “It has to be HEINZ”, which celebrates fans’ “irrational love” for the brand’s flavour and quality. For Herschel, the partnership aligns with its focus on durable, design-led travel gear built for purposeful movement.

Together, the two brands aim to serve up luggage that’s as functional as it is fashionable, proof that even ketchup can travel in style.

“To our condiment-obsessed fans, ketchup is a non-negotiable on their packing lists. 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," said Jacqueline Lanphier, senior brand manager, HEINZ.

She added, "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.”

In tandem, Jamie Cormack, co-founder of Herschel Supply said, “Herschel has always been about designing products that are functional, durable, and timeless, with subtle moments of personality and discovery. 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.”

HEINZ and Herschel’s collaboration follows a growing trend of travel-themed brand partnerships. In May, American Tourister teamed up with Netflix’s Squid Game ahead of the show’s third season, launching a limited-edition luggage collection and a campaign that turned the series’ iconic invitation moment into a real-world fan experience.

Earlier this year, AirAsia and American Tourister encouraged millennial and Gen Z travellers to express their individuality with the "Funseekers" collection, featuring bold red and black luggage inspired by the airline’s cabin experience, from seatbelt straps to uniform colours.

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