Heinz is launching the Love Lid, an adjustable cap for its ketchup bottles. The amount of ketchup dispensed can be varied via three settings. The packaging innovation from Kraft Heinz will initially be offered for a limited time in the USA and Great Britain.
The Love Lid features three settings: „Like“, „Love“, and „Crazy Love“. This allows consumers to adjust the amount of ketchup dispensed when squeezing the bottle to suit the particular dish or desired dosage. According to Heinz, this is the first customisable ketchup cap of its kind.
Three settings for different dosages
According to the company, the development taps into different habits when using ketchup. Depending on the cap setting, the amount of sauce dispensed when squeezing the bottle can be varied. With this, the company extends the function of the cap beyond simply opening and closing the packaging.
Love is launching first in the USA and Great Britain
The new cap is part of the ongoing development of Heinz ketchup packaging. The company had previously introduced the Heinz Dipper, among other things. With the Love Lid, the brand is now focusing on another packaging solution that allows consumers to control the dispensing.
The Love Lid is available for a limited time during the barbecue season in the USA and Great Britain. In the USA, it is part of a bundle available via TheLoveLid.com. In Great Britain, distribution is handled through HeinzToHome.co.uk. Each pack contains a bottle of Heinz Tomato Ketchup, a Love Lid, and instructions on recommended dosages for various dishes.
Source: The Kraft Heinz Company
