Heinz introduces adjustable ketchup cap with portion control settings

Food company Heinz has released its first customizable "Love Lid" for its ketchup bottles, offering users three distinct settings for controlling the amount of sauce dispensed: "Like" (light), "Love" (medium), and "Crazy Love" (heavy).

The new cap aims to solve the issue of unpredictable ketchup flow from traditional squeeze bottles. It features a patented two-part mechanism that allows users to adjust the flow rate, with a distinct click heard as the cap is turned to each setting. The design was developed in partnership with Beta Design Office and Wieden+Kennedy London.

"The biggest challenge was making something that feels incredibly simple to use but is actually quite complex behind the scenes," said Jamie Mack, associate director of brand communications for Heinz U.S. "Getting that satisfying tactile feedback, a secure seal, and three different squeeze settings into just two components required significant design and engineering, but the end result makes finding your perfect squeeze as easy as twist, click, and enjoy."

The "Love Lid" is currently available for a limited time through online channels in the U.S. and the U.K. Mack indicated that the brand is "always listening to fan feedback on whether to extend the innovation."

Heinz has previously introduced creative packaging solutions to differentiate its products. Earlier this year, the company launched the "Heinz Dipper" box for french fries, which includes a built-in compartment for ketchup. In 2023, Heinz Turkey ran a campaign using bottle color to help consumers identify genuine Heinz ketchup and deter restaurants from refilling bottles with other brands.