Innovations by Heinz don’t always make people gasp. The new cap for Heinz ketchup probably just made most people smile for a moment. That innovation took more than a year's work.
Heinz had to weigh up all the demands and requirements which apply to the new cap. Then it had to work out which were the most important demands and requirements from the customers. Ketchup simply can’t be agreeably thick and also flow easily out of the bottle, for example. One customer's wish often works to the detriment of another’s.
After the models were created, there was another round of study. Does the cap remain clean after use? How slowly or smoothly does the ketchup flow out of the bottle? Is the bottle well balanced when standing upside down? And what about the product’s properties when the ketchup comes out of the bottle?
Heinz’ research showed that dosage control is of paramount importance. So that became the number one feature. Heinz tested dosage with a machine that squeezes the ketchup bottle while applying pre-determined force. The ketchup is aimed at a kind of dartboard. The ketchup has to land on the bull's eye or the model is rejected.
“By focusing on the simple and right things here at Heinz, we are incorporating continuously our founder, H.J. Heinz’s mantra: to do the Common thing uncommonly well brings success,” noted Michael O. Okoroafor, vice president, global packaging R&D and breakthrough innovation.
Okoroafor is speaking at the PCA October Forum on "Innovation at Heinz and the Emergence of New Packaging in Driving Sustainable development – A Pathway to Growing a Better World."
Right now, driving new packaging that is aesthetically pleasing and convenient to use, while being environmentally-friendly is at the front of Heinz’ thinking. With its partners, Heinz is making an impact on the worldwide footprint by reducing the use of fossil fuels as part of the Bioplastic Feedstock Alliance, which promotes conscientious development of plant-based plastics.
Could doing 'the Common thing uncommonly well' bring you success? Find out:
Date: Thursday, 16 October 2014
Time: 4.30pm for a 5pm start. Concludes at 6pm
Where: Packaging Council of Australia
Level 2/33 Park Street, South Melbourne
Registration: This event is open to PCA member company employees only and is free to attend. Register here.
