Heinz's Ketchup Can't Be Called 'Ketchup' in Israel Anymore

If we learned anything from Finland's decision to simply call meatballs "balls," it's that you can't always trust a label.

Another case in point: Heinz's famous ketchup can no longer be called ketchup in Israel.

It all started back in January when Israeli food company Osem sent a letter to the country's supermarkets blasting the iconic ketchup for not containing enough tomatoes. Osem claimed lab tests had revealed that Heinz ketchup contained only 20 percent tomato concentrate, while Israeli regulations require ketchup to contain at least 35 percent.

Osem, which is owned by Nestle, also said that larger bottles contained even less: 17 percent tomato concentrate, versus the 39 percent advertised on the bottle.

On top of sending the letter to stores, Osem also filed a 73 million shekel (about US $18.8 million) class-action lawsuit on behalf of consumers against Heinz.

Heinz's Israeli distributor Diplomat Group claimed at the time that the regulation didn't apply to Heinz's ketchup: "It's clear that monopolistic Osem would be happy if only its product could be sold in Israel, but Osem's claims are without substance. It is relying on a standard that is not official and is not mandatory. This determination is backed by a legal opinion."

But someone in the country's Health Ministry was listening to Osem, because the government body recently ruled that Heinz's product can no longer be called ketchup. Instead, it will be sold as "tomato seasoning." (In Hebrew, at least; Haaretz notes that the ruling doesn't affect English labeling.)

Clearly seeing red, Diplomat Group has petitioned to alter the definition of ketchup in Israel to include at least 6 percent tomato solids versus the current 10 percent (which Osem estimates to be equivalent to 35 percent tomato paste), a move reportedly backed by the Health Ministry.

Until that happens, however, Israelis will have to be content with slathering their burgers with Heinz's tomato seasoning or switch to Osem's product, which reportedly accounts for two thirds of the ketchup market in Israel.