Kraft Heinz has debuted a customisable plastics ‘Love Lid’ to help consumers dispense their desired quantity of Heinz ketchup.
The recyclable PP cap features a patented two-part mechanism with a rotating dial that controls ketchup flow and creates a distinct ‘click’ as consumers choose between three pour settings: Like (smallest quantity of ketchup), Love (average) and Crazy Love (largest).
The idea was inspired by ‘online discourse’ about what constitutes the ‘right’ amount of ketchup, Kraft Heinz said.
The NPD is currently available as part of an exclusive grilling-season bundle sold via TheLoveLid.com in the US and through HeinzToHome.co.uk in the UK.
However, a Kraft Heinz spokesperson told Eco-plastics in Packaging that it was ‘always listening to fan feedback on whether to extend the innovation’.
Suggested squeeze amount
Each package is said to contain one bottle of ketchup, one Love Lid, and a handout with the suggested squeeze amount for summer dishes.
We all experience love differently and our fans’ connection to ketchup is no exception,” said Nina Patel, global vice-president for 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.”
Earlier this year, the Kraft Heinz became the first branded food manufacturer to take part in Polytag’s Ecotrace programme, a UK initiative designed to track plastics packaging through the recycling system.
