From the editor

Why now? Ask Facebook fans

Heinz has long known that its ketchup packets have been mess-inducing and difficult to open for consumers. An executive talking this week to the Associated Press about the brand’s new take on the ketchup packet, the Dip & Squeeze tub, said as much: "We created the packet in 1968," he said. "Consumer complaints started around 1969."  

So, why launch the solution now? Nearly half a century after the complaints came rolling in? It’s not clear whether the hundreds of "anti ketchup packet" groups on Facebook were the "consumer demand" Heinz credits for prompting the new packaging. It's possible that 41 years of complaints simply took their toll. Or that the brand's string of packaging hits in recent years (the inverted ketchup bottle, the fridge fit bottle) earned packaging enough respect to greenlight a solution to the packet problem.

But, to me, it's pretty telling that Heinz launched its own Facebook page in conjunction with the new format announcement. I wonder if the Dip & Squeeze ketchup tub will win over the "anti-packet" Facebook brigade, which, with insightful rants like "ketchup deserves a cup," could conceivably be credited with co-creation.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

april brandpackaging

April 2015

The April 2015 issue focuses on Sustainability plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight