Heinz has introduced the Love Lid, a customisable ketchup lid with three settings: Like, Love and Crazy Love, designed to let consumers control the amount of ketchup dispensed.
The lid is available for a limited time in the US and UK as part of grilling-season bundles. Each bundle includes a bottle of Heinz Tomato Ketchup, a Love Lid and a handout showing the suggested squeeze based on different summer foods.
In the US, the bundle is available exclusively through TheLoveLid.com, while in the UK it is available through HeinzToHome.co.uk.
Heinz said the Love Lid was inspired by the different ways people use ketchup, from dipping fries to drizzling it over a hot dog or covering a burger. The company said the concept was also influenced by online discussions about the preferred amount of ketchup.
Nina Patel, vice president, Global Heinz at the Kraft Heinz Company, said the product was developed around consumers’ individual preferences.
“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,” Patel said.
“Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ.”
The company said the Love Lid is its first customisable ketchup lid and follows packaging developments including the Heinz Dipper.
Heinz said the lid provides another way for consumers to personalise how they dispense ketchup and is part of the brand’s efforts to expand its global presence.
The Love Lid is available for a limited time in the US and UK. Further information is available through Heinz’s US and UK social media accounts, @HeinzUS and @HeinzUK.
