Condiment brand Heinz is reimagining its ketchup bottle with the debut of ‘Love Lid’, the first customisable ketchup lid that lets shoppers choose their perfect squeeze.
According to the brand, ketchup lovers have long debated over the ‘right’ amount of Heinz. With ‘Love Lid’ offering three settings – Like, Love and Crazy Love – consumers can control their sauce flow and dial in the amount of Heinz they want in this North American grilling season.
“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,” said Nina Patel, VP, 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.”
Available in the US and the UK, the innovation marks another milestone in the brand’s growing global footprint, expanding its reach and allowing consumers to “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,” Patel added.
The Heinz Love Lid will be available as part of a limited-time bundle exclusively through Walmart US and Heinz To Home UK’s website. Each bundle includes a bottle of Heinz Tomato Ketchup, one Love Lid and a handout showing the suggested squeeze for each preference.
- Further reading: Heinz launches its largest-ever condiment format, Kegchup.
