the success of ketchup, Henry Heinz produced a variety of pickles,
relishes, fruit butters, and horseradishes. But his company as yet
had no identifiable slogan. In the early 1890s, while riding in
a New York City elevated subway car, Heinz spotted a sign above
a local store: "21 Styles of Shoes." In a moment of inspiration,
he reworked the phrase, upped the number, and created what would
become one of the most famous numerical slogans in advertising:
"57 Varieties." At the time, the company actually produced
sixty-five different products; Henry Heinz simply liked the way
the number 57 looked in print.
Panati's Extraordinary Origins of Everyday Things, pp. 402-403.