Heinz New Ketchup Packet Breaks 40 Year Tradition

By: Kara Gilmour
02/05/2010 11:26 AM ET

Heinz has unveiled a brand new ketchup packet that contains a multi-purpose design. The packet can be torn off at the end or squeezed over food. It also contains three times the quantity in comparison to the previous packaging.

“The packet has long been the bane of our consumers,” said Dave Ciesinski, vice president of Heinz Ketchup. “The biggest complaint is there is no way to dip and eat it on-the-go.”

Ketchup consumers wanted a package that could allow dipping and squeezing. Heinz struggled with such a design for many years, and now has finally found a solution in this multi-user condiment. The company is selling around 11 million cases of its ketchup packets every year in the United States.

Moreover, it is not uncommon for food or beverage makers to revamp their product designs from time to time. They do it to keep up with competition or sometimes as a marketing strategy. Companies like Nestle and Cadbury create designs all the time.

Company Breaks Original 40 Year Tradition

However, Heinz is a company that known for consistency, and has maintained its original image for more than 40 years. Some companies don’t make the decision to redesign if the product packaging is already responding to great sales. However, the company decided to alter its ketchup condiments to make it easier to open and use.

The foil squeeze packets are seen everywhere at restaurants. The condiments are easier to use, and as a bonus, Heinz added more ketchup per serving. The product design is also more convenient for fast-food restaurants as well as cars.

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