Heinz has launched a customisable ketchup lid that allows consumers to dispense their ideal amount of sauce onto their food by selecting one of three settings.
The limited-edition Love Lid features three customisable settings: Like (which dispenses a small amount of sauce), Love (which dispenses an average amount of sauce), and Crazy Love (which dispenses a large amount of sauce).
Heinz says that its new innovation will finally solve arguments around what the “right” amount of ketchup is – from the perfect “ketchup-to-French fry ratio”, to whether a hot dog should get a drizzle or full squeeze of sauce.
The Love Lid is Heinz’s latest reimagining of its iconic ketchup format. Earlier this year, the company launched the Heinz Dipper – a fry box with a built-in ketchup compartment at the front that aims to make on-the-go consumption of fries and sauce easier.
Heinz has previously experimented with its closure by giving it a mono-material structure. Its other recent consumer-focussed packaging initiatives include a well-received new label that prevents restaurants from serving imitation ketchup, and a collaboration with Heineken that received a more mixed reception.
The new bottle can be purchased online in the UK and US, but is currently not available to consumers in the EU. Each bundle includes one bottle of Heinz tomato ketchup, one Love Lid, and handout that shows the suggested squeeze amount based on different summer foods.
“We all experience love differently and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them,” says Nina Patel, Vice President, Global HEINZ at the Kraft Heinz Company.
“Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ. The Love Lid is an innovation that lets consumers squeeze to their heart’s content, because HEINZ has always been more than a condiment, and this summer we’re proving we have a love language all our own.”
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