Heinz testing dual-function ketchup packet in QSRs

Heinz testing dual-function ketchup packet in QSRs
Tags: Food & Beverage, Packaging
February 7, 2010

Heinz has announced three ketchup innovations in response to consumer demand, including a breakthrough dual-function ketchup package for the foodservice industry, the new Heinz Dip & Squeeze. The company also will reduce the sodium content across its base ketchup line and launch Simply Heinz Tomato Ketchup, made with sugar, for the retail market.

The Heinz Dip & Squeeze dual-function package gives ketchup lovers two ways to enjoy Heinz Ketchup: Either peel back the lid for easy dipping, or tear off the tip to squeeze onto favorite foods. The new package holds three times as much Heinz Ketchup as the traditional nine-gram packet.

The new Heinz Dip & Squeeze product marks the first ketchup packet makeover for the foodservice industry in 42 years. In the past, on-the-go eaters have struggled to open multiple ketchup packets while worrying about making a mess.

"For more than a century, product and packaging innovation based on a thorough understanding of what consumers want has been a critical part of the great success of Heinz Ketchup," said William R. Johnson, H.J. Heinz Co. chairman, president and CEO. "Heinz Ketchup's Dip & Squeeze product is just the latest milestone in our long history of packaging innovation. From the first plastic ketchup bottle to Top-Down and Fridge Door Fit, Heinz continues to lead the industry in ketchup packaging innovation."

According to the New York Times, the path to creating the dual-function package was challenging, espeically as Heinz worked to maintain a price point acceptable to its QSR customers.

From the New York Times:

Heinz sells more than 11 million cases of its ketchup packets in the U.S. every year and it will continue to sell the traditional packet. The new packet is in test markets in the Midwest and Southeast and will roll out at select fast-food restaurants in the fall.

Heinz is still working out prices with customers but said packets will cost a little more than regular packets.

More choices

To help in the effort to reduce consumers' sodium intake, Heinz will reduce sodium by 15 percent in its core line of ketchup beginning this summer. This reduction in sodium will make Heinz Ketchup the lowest-sodium, nationally available ketchup in the United States.

For retail, Heinz is extending its range products to include Simply Heinz Tomato Ketchup, which is made with sugar, instead of high fructose corn sweetener. The product will be available in 32-ounce and 15-ounce ketchup bottles beginning in March.