US food company Kraft Heinz has created an adjustable cap for its ketchup bottles that allows users to snap it into different positions to control the rate of flow. The Love Lid was designed in collaboration with industrial design studio Beta Design Office and advertising agency Wieden+Kennedy London, and works in a similar way to an adjustable hose nozzle.
Design and functionality
The updated bottle looks similar to the current version, with the lid located on the bottom and flipping open for squeezing. The Love Lid, however, has three settings labelled in red lettering: Like, Love and Crazy Love. The rate of ketchup output adjusts with each setting and becomes progressively thicker with each snap.
Inspiration and design brief
According to the company, the design was informed by a Reddit thread in which users discussed how much ketchup they get through on average. Nina Patel, vice president of Global Heinz at Kraft Heinz, said people have "deeply personal rituals" around how much ketchup they squeeze, and that the brand wanted to celebrate that. Patel added that the Love Lid lets consumers "squeeze to their heart's content," describing Heinz as "more than a condiment."
Part of a wider packaging strategy
The lid is a limited edition release and forms part of the company's recent effort to evolve its packaging to expand its reach while reinforcing what the brand calls fans' "irrational love" for its ketchup. Heinz earlier this year also released a fry box with a built-in ketchup compartment designed for dipping.
Market context
Heinz ketchup first went on sale to US consumers in 1876. According to The Economist, more than 650 million bottlesare now sold globally each year, with North America leading sales.
Wider packaging design trend
The launch follows other recent packaging innovations, including a KitKat wrapper that doubles as a smartphone pouch, intended to put devices "on a break," and packaging from Japanese snack brand Calbee, printed in black and white in response to material shortages linked to the ongoing conflict in Iran.
Source: Dezeen
