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Heinz finally rolls out new Ketchup Packet Design

By Rain Noe - February 28, 2011

It's been a year and two weeks since we reported that Heinz had updated the design of their ketchup packet, and now they're finally rolling them out. The new "Dip & Squeeze" package design is currently available nationwide, and on March 4th they're doing a promotion with Chick-fil-A where you get free fries if you ask for the ketchup (from 2-4pm).

While many of you might not consider this "high design," this is a great example of a humble product design that millions upon millions of people are going to touch and use every day.

Blog comments from our original announcement were expectedly divisive, with some lauding the package and others decrying it as wasteful. Our favorite exchange was one reader writing "Individually wrapped anything is stupid," answered by the retort "Condoms aren't stupid..."

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Heinz finally rolls out new Ketchup Packet Design

Rich Pinto

8 years ago

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Kevin is spot on. Yes the packaging probably has more of an environmental footprint than the older foil pack. However, because it holds so much more (and I dont know anyone who uses a single packet) the overall footprint is probably smaller. It would have been more groundbreaking if the packet was made of a single material, rather than the union of metal and plastic it has now become.
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Kevin

8 years ago

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I was surprised to get these at Chik Fil A the other day. Each one is the same as 3 packets, which may not be evident. It's a little hard to open, but that could be a good thing, preventing them from becoming tiny gooey ketchup bombs. Also, this could be easily fixed as time goes on. Either way, it's better than opening, squeezing, and discarding 3 foil packets.
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jerad

8 years ago

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@bill traynor
actually u can squeeze some out and then open the other side and use the rest for dipping so you can squeeze AND dip
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Bill Traynor

9 years ago

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and who was involved in the naming of the package? it should be Dip or Squeeze NOT Dip & Squeeze. Is this like suck and blow.....can't do both at the same time??Must have been marketing!
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matt

9 years ago

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Whataburger was doing this years ago.
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Scott

9 years ago

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It's a poor practical design. I used it at chikfila and it's nearly impossible to open the thing to squeeze it! I can't imagine it's cheaper to produce either, but maybe so.
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StareClips.com

9 years ago

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I think it's a really great design. For those who prefer dippable containers such as BBQ packets from most fast food chains, it's now finally an option for ketchup. For those who want the old fashioned design and like to squirt the ketchup on their fries or elsewhere, that option is still intact.

Of course, why did it take THIS LONG to start rolling out this design that they came up with SO LONG ago?
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dan

9 years ago

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that is so cool
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Garrison Everest

9 years ago

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I like it. I think it reinforces the brand we all know and love.
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Rain Noe

I’m a lapsed industrial designer. I was born in NYC and figured I’d die there, but a few years ago I abandoned New York to live on a farm in the countryside with my wife. We have six dogs.