Heinz Introduces New 64-Oz. Bottle to Cater To High-Volume Families

Last year, Heinz identified a specific ketchup consumer need and asked Product Ventures, a leading strategic invention consultancy, to shepherd new bottle development from start to finish. The project was a cross-functional team effort on all levels as Heinz managers worked closely with Product Ventures in developing bottle and cap ideas, with Graham Packaging in making the bottle ideas reality, and with Seaquist Closures in making the cap innovations reality.

The Fridge Door Fit ketchup bottles provide added user benefits while also bringing many brand equities back to the fore.

Product Ventures' systematic innovation approach is a consumer-driven process that allows the best ideas to rise to the top. "Our observational studies revealed strong feelings Heinz consumers have about their ketchup experience," says Peter Clarke, CEO of Product Ventures. "They were very specific about the shortcomings of conventional packages and the desired features that would please them both on shelf and during in-home use." It seems many ketchup lovers were frustrated with the awkward proportions and handling of other large-sized packs, and were willing and able to express this frustration.

Something to hold on to

The Product Ventures firm strives to find the right combinations of functional innovations that are also within industrial design capabilities, manufacturing technology, and filling and packaging limitations—all while improving the brand experience for the consumer. The new iconic bottle echoes classic brand equities, such as octagonal facets and neckband, while the classic Heinz keystone appears in the bottle's silhouette and in the hinged closure.

Although the two Fridge Door Fit™ bottles are large, small young hands are still able to control the bottle because of many minor but important design elements. The bottle design has many facets, curves, ledges, and ridges that make it easy to hold. The bulge at the neck opening also has a non-slip texture, which presented another technical challenge overcome at Graham.

The refrigerator door is prime real estate for often used items as it keeps brand names front and center in consumers' minds and drives consumption. With a wide, flat top and flip-top cap, Heinz Fridge Door Fit can be stored upside down, upright, or even on its side. Like the inverted ketchup bottle of recent years, this bottle addresses the consumer desire to have ketchup ready to pour even when the bottle is nearing empty.

A sound rebound

The new bottle is easy to use and pour, though it does not have the no-drip valve because there are still limitations in that technology. The new cap, developed by Product Ventures and engineered by Seaquist, hinges open completely and snaps in position to stay out of the way, addressing another consumer complaint.

Achieving the right PET thickness in the bottle to have a large bottle squeeze and rebound in a consistent and ideal manner was a trial and error process. Clarke explains, though, that the SLA prototype machines they use come pretty close to how the final bottle would function. Add to that the quick tooling capabilities at Graham, and the process came together in weeks rather than months.

Clarke was pleased with the team effort in the entire process, the effectiveness of ethnographic research to guide the design's functional attributes, and the way the brand equities were enhanced by the end result. "It has aesthetics that are in keeping with their old equities," says Clarke. The label even has a small diagram showing the bottle fitting perfectly into the fridge door at the end, next to salad dressing and mustard bottles.