No. Heinz did not launch “Tomato Ketchup Clear.” The viral supermarket video showed a fake product made by Benji, the creator behind UK Snack Attack. WIRED reported that the bottle was a prop filled with hair gel; a Kraft Heinz representative told Lead Stories the claims were false.
What the viral video showed
In November 2023, a video showed someone taking a transparent Heinz ketchup bottle from a supermarket shelf. Its convincing packaging and ordinary red bottles nearby made the scene look like a real product discovery. The clip was staged: the clear bottle was not evidence of a Heinz launch.
WIRED traced the stunt to Benji, who runs UK Snack Attack and asked the publication not to use his surname. He used a voice filter that made him sound Australian, but told WIRED he was not Australian. The Indian Express described the clip as playfully suggesting a possible collaboration; there is no evidence Heinz commissioned or endorsed it.
How the fake bottle was made
WIRED reported that Benji assembled the prop using an empty bottle, styling product and a printer. The contents were hair gel. As Benji put it to WIRED: “It was just hair gel.”
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Lead Stories reviewed the claim in July 2024 and found no evidence Kraft Heinz had announced or sold clear ketchup. It traced a version of the shelf video to a YouTube post dated November 16, 2023, and noted that the other bottles visible on the shelf contained ordinary red ketchup. A Kraft Heinz representative told the outlet “these claims are false.” That fact check addressed the claim as of July 22, 2024; it does not establish that transparent ketchup is impossible in general.
What “snackfishing” means
Benji calls the format “snackfishing”: presenting invented snack or drink concepts online so they appear to be official products. UK Snack Attack has also posted imagined products such as mint Coca-Cola and butter Oreos. The point is the illusion of a plausible product discovery, not a genuine announcement from a food company.
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WIRED reported that the clear-ketchup video had more than 113 million Instagram views in its December 5, 2024 feature. That is WIRED’s reported count at that time, not a current view total or a count across platforms. The clip’s reach meant some viewers mistook the joke for a real product. Benji told WIRED: “I still feel bad for the people working at Heinz, constantly being asked if clear ketchup is real!”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why the hoax can be easy to believe
A bottle with familiar branding, placed among real products and filmed like an ordinary shopping discovery, can look more convincing than an obvious parody. Reposts can also detach a short clip from its original creator or context. In this case, the viral appearance did not come with a Heinz announcement: it came from a staged video by a creator known for fictional food concepts.
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How to check a viral product claim
- Look for an official announcement. Search the brand’s own channels or website for the exact product name rather than relying on a clip or repost.
- Check when and where the video first appeared. A post’s original date and creator can clarify whether it documents a launch or stages a joke.
- Notice the framing. A dramatic reveal, unusual product placement or a creator known for invented products is a reason to verify the claim independently.
- Separate the prop from the claim. A convincing label or bottle does not establish that a company manufactured, sold or endorsed what is inside.
Sources
- WIRED, “Tricked by a Fake Viral Food Product? You’ve Just Been Snackfished,” December 5, 2024
- Lead Stories, “Fact Check: Heinz Company Did NOT Announce ‘Tomato Ketchup Clear’ As Of July 22, 2024,” July 22, 2024, updated July 23
- The Indian Express, “Transparent tomato ketchup takes internet by storm in ‘snackfish’ saga,” December 19, 2023
- Reddit, r/CookingCircleJerk, “I saw clear ketchup on a TikTok video, but I can’t find it on the shelves!” November 2023
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