Heinz's Love Lid Lets Consumers Choose Their Perfect Squeeze
Kraft Heinz is capping its Heinz ketchup bottles with the first customizable lid in the brand's 157-year history, inspired by consumer insights on social platforms indicating that users have long debated what the “right” amount of ketchup is, while also seeking personalization — even when it comes to their ketchup.
Dubbed the Love Lid, the cap features three settings — Like, Love and Crazy Love — and gives consumers the ability to dial in the right amount of Heinz ketchup onto whatever is on their plate.
“We all experience love differently and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them,” Nina Patel, vice president, Global Heinz, at Kraft Heinz Co., said in a media release.
Starting in mid-August, the Love Lid is being offered as part of an exclusive grilling-season bundle available exclusively on TheLoveLid.com in the U.S. and as part of a HeinzToHome.co.uk offering in the U.K., available both online and through participating retail locations.
Each bundle comes with one bottle of Heinz Tomato Ketchup, one Love Lid and a handout that shows the suggested squeeze based on consumers’ preferences, helping fans elevate barbecues, backyard gatherings and summer meals.
Social efforts on the brand’s Instagram sites in both the U.S. and U.K. further promote the limited-time release, and drive trial and awareness for shoppers in stores.
The Love Lid is the latest example of how Heinz continues to reimagine its iconic ketchup bottle to better engage with today’s consumers. The innovations shoppers saw with the Heinz Dipper showed the company’s interest in evolving its packaging, giving fans another new way to personalize every squeeze.
“Whether they like it, love it, or have full-on crazy love, there’s no wrong way to enjoy Heinz,” added Patel. “The Love Lid is an innovation that lets consumers squeeze to their heart’s content, because Heinz has always been more than a condiment, and this summer we’re proving we have a love language all our own.”
