Monday, October 03, 2011

Old Ketchup Packet Heads for Trash
Heinz 'Dip and Squeeze' Container Aims to Conquer a Major Frustration of Chowing Down in Transi


This is a simple but a potentially powerful outcome from gaining a deep customer insight from observing the user which we believe is the essential starting point in offering development

Some people rip off the corner of the packet with their teeth. Others, while driving, squirt the ketchup directly into their mouth, then add fries. Some forgo fries at the drive-through all together to keep from creating a mess in the car.After observing these and other "compensating behaviors," H. J. Heinz Co. says it spent three years developing a better ketchup packet....


...As the name promises, "Dip and Squeeze" ketchup can be squeezed out through one end or the lid can be peeled back for dipping. The red, bottle-shaped packets hold three times the ketchup as traditional packets. The new containers are more expensive than the old sleeves, but Heinz hopes customers learn not to grab more than one or two.......Heinz believes traditional ketchup packets are so annoying that they stop people from ordering fries at drive-thrus. "Fry inclusion orders" at drive-thrus "have been going down for years," says John Bennett, vice president of food-service ketchup, condiments and sauces for Heinz.

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