Heinz release Tomato Ketchup Lick wall paint

Virgin Radio

12 Sep 2023, 15:03

Heinz + Lick walls & ceiling paint

Credit: Heinz Facebook

In a groundbreaking collaboration, Heinz Tomato Ketchup and Lick have teamed up to bring a vibrant touch to homes by introducing the limited edition Red HTK 57 paint.

Lick, known for its innovative approach to paint, has formulated a unique blend of pigments that dries to the iconic Heinz Tomato Ketchup colour, allowing homeowners to infuse their spaces with the rich, appetising hue.

It's a step closer to the reality of Willy Wonka's own lick-able wallpaper, but the companies are urging people not to taste their new product.

A post on Instagram, shared by the UK based version of the international condiment company read: "Introducing a world-first... limited edition Red HTK 57 paint. For decorating your plate, it has to be @heinz_uk Tomato Ketchup, so for decorating your walls, it can only be @lick Red HTK 57. Exclusively sold on Lick's website, limited edition quantities available - link in bio."

They then cheekily warned readers: "P.S. Don't eat the paint! Cheers, our legal teams."

Other food companies decided to get in on the joke, as well as some free publicity with interior influencer Aimée Worrall commenting: "Wow amazing guys! Sending lots of compliments you're way .. oops sorry I meant condiments."

Classic fish finger company Birdseye also said: "Ketchup on the walls, we love to see it."

Making things even saucier, dating app Tinder chuck in their own thoughts with: "painting our walls so we can pretend we're inside a ketchup bottle,"

Although some were still concerned for those who didn't heed the companies warning, with one Instagram user commenting: "Call it Lick and refer to ketchup and you are guaranteed someone is going to think it tastes of ketchup. This is a very very bad idea."

Tash Bradley, Director of Interior Design and Colour Psychologist at Lick, sheds light on the significance of the colour red, stating: "Red has the longest wavelength of all colours in the spectrum. It's the first color we see and feel, stimulating a visceral physical response. We associate the colour with the ripeness or sweetness of natural foods, which can subconsciously trigger our appetites, as well as a desire to chat, making it a firm favorite for social spaces such as kitchens and dining rooms, the very places you'd find a Heinz ketchup bottle. Red HTK 57 is such an energising and eye-catching colour, with a richness and depth that gives it a timeless appeal in the home."

Thiago Rapp, Head of Heinz Comms and Brand Build at Heinz, expresses excitement about the collaboration, saying: "Here at Heinz, we are so excited to be working with Lick on this brilliant partnership. We love a unique collaboration and are delighted to be unveiling the limited-edition Red HTK 57 paint. We hope our Heinz Ketchup fans will love this as much as they love our sauce and have some fun adding this iconic colour to their homes."

Lucas London, CEO of Lick, emphasises the joy that Heinz brings to people's homes and the significance of this partnership.

He states: "Heinz brings joy into so many people's homes, so we're delighted to have developed the tomato ketchup colour for Heinz Ketchup fans and decorating enthusiasts in our high-quality paint formulation for this partnership."

For a limited time, enthusiasts of Heinz Ketchup and interior design can purchase one of the 570 made-to-order Red HTK 57 tins of matt paint from lick.com for £45.

This unique paint allows homeowners to infuse their living spaces with the timeless and appetising appeal of Heinz Tomato Ketchup, making it a bold and playful addition to any interior.