Heinz has issued an apology for any “unintentionally perpetuated negative stereotypes” in a London tube advert appearing to depict a fatherless black family.

The ketchup and baked beans manufacturer came under fire after social media users spotted the advert, which shows members of a wedding party eating Heinz pasta.

The campaign comes as the latest in a series aimed at showcasing the new larger jar sizes of Heinz’s pasta sauce range and is accompanied by the taglines, “Ridiculously Good”, and “now in family size”.

However, the advert shows a bride, a black woman, accompanied solely by an older black woman – seemingly her mother – while the groom appears to be accompanied by his two parents.

“For my brothers with daughters”

Because, believe it or not, Black girls have Dads too. pic.twitter.com/LngrCCZ4rW

— Nels Abbey (@nelsabbey) October 4, 2024

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Members of the general public took to social media to criticise the campaign, which has been seen in London tube stations including Vauxhall and Manor House, for “erasing” black father, while Guardian columnist and author Nels Abbey wrote on X, “believe it not, Black girls have Dads too”.

In response, a Heinz spokesperson told The Independent: “We always appreciate members of the public’s perspective on our campaigns. We understand how this ad could have unintentionally perpetuated negative stereotypes.

“We extend our deepest apologies and will continue to listen, learn and improve to avoid this happening again in the future.”

Kraft Heinz’ London underground campaign comes amid its ongoing wider drive to promote its new pasta sauce category line to shoppers.

Earlier this year, it rolled out new TikTok inspired pasta sauces to attract new shoppers, while in July it brought back its Heinz and Absolut vodka viral tomato sauce pasta, following high consumer demand.

Heinz has been contacted for comment.