New Heinz Versatile Packets Bring Dip & Squeeze

The new Heinz packets offer a “Dip & Squeeze” method for burgers and fries and are three times larger than the old packs. You can find them at Chick-Fil-A, Dairy Queen, and will soon be available at Wendys. McDonald’s and Burger King said they are testing the versatile design condiments.

The Dip and Squeeze packets are also starting to hit some store shelves for consumers in boxes of 10 at a suggested retail price of $1.99, according to Heinz.

“So it is easy to keep one handy in a purse, glove compartment or backpack to be prepared the next time a ketchup craving strikes,” the company said in a statement.

One problem seen so far is that the new condiments cost Heinz several times more to produce. For more than 40 years, the old pouches have been consistent. In addition, they cost restaurants than three times more and that could give pause to some fast-food restaurant chains.

Restaurants give ketchup away, so “cost is king,” says Amy Coltrin, senior director of product development for Golden State Foods Corp., a Heinz competitor that supplies private-label ketchup products to McDonald’s in the United States.

Heinz said a change was prompted when several customers complained that the old-style pouches were too difficult to open or use when eating on the go.

The ketchup company has tried different designs in the past. To try new prototypes himself, Mike Okoroafor, Heinz vice president of global packaging innovation and execution, bought a used minivan, taking it to local McDonald’s and Wendy’s drive-through windows to order fries and apply ketchup in the confined space.

“I wasn’t going to use my car — too messy,” The Heinz executive said.