HEINZ introduces ketchup lid with adjustable sauce flow

HEINZ has introduced a new customisable ketchup lid designed to allow consumers to adjust the amount of ketchup dispensed from the bottle.

Known as the Love Lid, the closure features three settings – Like, Love and Crazy Love – enabling users to choose different sauce flow levels depending on their preference or the food being served.

The new lid has been developed to reflect the different ways consumers use ketchup, from dipping chips to topping burgers and hot dogs. According to the company, the concept was inspired by online discussions around the ideal amount of ketchup to use.

Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ. 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.

Nina Patel, Vice President, Global HEINZ at the Kraft Heinz Company.

The Love Lid is the latest addition to HEINZ's packaging innovation programme, following previous developments such as the HEINZ Dipper. The company says the new closure is intended to offer consumers greater control and personalisation when using its ketchup bottles.

The Love Lid is being made available in both the UK and US.