After years of wondering how to take on the ‘Reality’ of Hellmann’s mayonnaise, at last here’s a Heinz design that we can believe in. Cool and simple authority blend well with an imaginative take on tamper evidence, in fact it’s the drop that really catches the eye and makes the product feel more appetising.

In contrast Hellmann’s ketchup serves up a reminder of how to use far too many symbols to say nothing much at all.