Kraftheinz and Carrefour break the Guinness World Records title for world's tallest packaged food display

Giant towers of Ketchup bottles in tribute to the smashed record and in celebration of Heinz' collaboration with superfan Ed Sheeran now on display in select Carrefour stores.

Kraftheinz and Carrefour break the Guinness World Records title for world's tallest packaged food display

Limited edition Heinz Tomato ‘Edchup’ bottles available now nationwide.

Dubai, UAE: People around the world have known and loved Heinz Tomato Ketchup for well over a century thanks its great taste and the fact that it works on just about anything.

That is why KraftHeinz has collaborated with Carrefour, which is operated in the UAE by Majid Al Futtaim, to celebrate the global love for the beloved condiment to an entirely new level by breaking the Guinness World Record’s title for the tallest Packaged Food Display using hundreds of Heinz products. 52 volunteers spent more than 48 hours building the record-breaking tower, which included a total 883 bottles and reached an impressive height of 3.37 meters.

To mark this momentous achievement, KraftHeinz has placed giant tributes to the record-breaking tower in three Carrefour hypermarkets: Mall of the Emirates, City Centre Ajman and Marina Mall in Abu Dhabi. These tributes will add even more fun to the Carrefour shopping experience in these three stores, and allow thousands of people across the UAE to enjoy the visual delight of this new world record.

But there’s a twist... in honour of perhaps its most famous fan, Ed Sheeran, they are made up solely of ‘Edchups’ – the exclusive, limited edition Heinz Tomato Ketchup bottle that is the result of a unique collaboration between the awesome twosome.

To help celebrate Heinz’ 150th birthday, life-long Heinz Tomato Ketchup superfan Ed Sheeran has launched his very own Heinz Tomato Ketchup – complete with special Ed-inspired tomato emoji on every bottle of Heinz Tomato ‘Edchup’. The special edition bottles officially launched here in the UAE on Saturday 17th August and are now available in Carrefour stores nationwide until stocks last.

Ed’s long been a vocal fan of Heinz with multiple posts extolling his love for Heinz Tomato Ketchup, and even has the brand’s label tatooed on his arm.

The limited edition ‘Edchups’ are expected to fly off the shelves so any customers wanting a memento of the best partnership since Heinz Tomato Ketchup and french fries, they should check out these ‘Edchup’ towers at the Mall of the Emirates, City Centre Ajman and Marina Mall Abu Dhabi Carrefour hypermarkets until Tuesday 27th August or grab a bottle from any store nationwide.

Want to hear more? Then drop us a line…

Joanna Agnew
Mojo PR


About Carrefour

Carrefour is one of the largest hypermarket and supermarket chains in the world. The brand was launched in the region in 1995 by Majid Al Futtaim, which is the exclusive franchisee to operate Carrefour in 38 countries across the Middle East, Africa, and Asia.

In 1995, Carrefour opened its first hypermarket in City Centre Deira UAE and through the years, expanded to over 250 Carrefour stores in 15 countries across the region, more than 750,000 customers a day. .

Carrefour operates different hypermarket and supermarket stores to meet the growing needs of its diversified customer base. In line with the brand’s commitment to provide the widest range of quality products and value for money, Carrefour today offers an unrivalled choice of more than 100,000 food and non-food products as well as thousands of household goods.

Carrefour is dedicated to rewarding its loyal customers and offering access to a unique and pleasant shopping experience through special offers and promotions throughout the year. Carrefour is committed to continued business growth in convenient locations across the Middle East, Africa, and Asia to create great moments for everyone, every day. More than 36,000 colleagues work at Carrefour stores operated by Majid Al Futtaim Retail.

About Carrefour in UAE

Carrefour was launched in the UAE in 1995.Today, Carrefour operates 31 hypermarkets and 71 supermarkets, employing more than 11,000 colleagues.


GUINNESS WORLD RECORDS (GWR) is the global authority on record-breaking achievement published. First in 1955, the iconic annual Guinness World Records books have sold over 136 million copies in over 20 languages and in more than 100 countries. Additionally, theGuinness World Records: Gamer’s Edition, first published in 2007, has sold more than 4 million copies to date.

Guinness World Records’ worldwide television programmes reach over 750 million viewers annually, and over 1.3 million people subscribe to the GWR YouTube channel, which enjoys more than 300 million views per year. The GWR website receives over 18 million visitors annually, and we have over 15 million fans on Facebook. 

The Guinness World Records commercial sales division provides bespoke consultancy services for some of the world’s top brands and agencies to help place record breaking at the heart of their marketing campaigns, employee-engagement programmes, and live and experiential events.

© Press Release 2019

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