Heinz’s new adjustable cap looks simple. Its design process was another story
Never before has a ketchup bottle been designed with such precise portion control. Heinz has released its first-ever customizable lid that comes with three settings for light, medium, and heavy labeled “Like,” “Love,” and “Crazy Love” for an increasingly heavier pour. If the biggest challenge with old-school glass bottles is not knowing how much ketchup will come out when you have to tilt a…
Heinz has unveiled an innovative new adjustable cap for its ketchup bottles, offering precision portion control in three settings labeled "Like," "Love," and "Crazy Love." This "Love Lid" features a patented two-part mechanism that controls ketchup flow while producing a distinct "click" sound when adjusted. According to Jamie Mack, associate director of brand communications for Heinz U.S., the design process was far from simple, requiring significant design and engineering to achieve the satisfying tactile feedback, secure seal, and multiple squeeze settings within a compact two-component design.
The adjustable cap is currently available for a limited time in the U.S. and the U.K. for $3.78. Heinz has previously innovated with packaging, including the "Heinz Dipper" box with a pull-out ketchup compartment and ketchup bottles in 2023 with the same red shade as their ketchup, bearing labels that encouraged consumers to check the bottle color to authenticate Heinz products.
These packaging innovations aim to engage fans in new, culturally relevant ways, distinct from altering the actual ketchup product. Despite Kraft Heinz's earlier plan to split into two companies, the firm has redirected its focus to marketing, sales, and product development to maintain and elevate its brand presence in a market where consumers increasingly opt for generic, affordable alternatives.
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