Yesterday, the first ketchup packet makeover in more than 40 years was announced: the Heinz Dip & Squeeze. After all this time, Heinz felt it was time to redesign the portable ketchup packet. Interestingly enough, this redesign made national news.
“Heinz Ketchup’s Dip & Squeeze product is just the latest milestone in our long history of packaging innovation,” said William R. Johnson, H.J. Heinz Company Chairman, President and CEO.
Anchors across the country spoke about this redesign as the thumbnail picture, that you see below, was displayed on screen. Newspapers also reported on this package redesign. Sure, it was a fun story sandwiched between larger news stories, but still – it was a DESIGN topic making headline news. I wondered if this redesign warranted spotlight attention.
Package Redesign: Heinz Dip & Squeeze™
My first response to the re-packaging efforts was positive. The new packaging continues the look and feel of the Heinz branding. The designers opted to use the bold red hue and the consistent Heinz sans serif typography. The designers also took the original ketchup ‘pillow shape’ packet and re-shaped it to look like a ketchup bottle. These aesthetic elements all reiterate the brand of Heinz and as a result, are successful.
In addition to aesthetic appeal, the new Heinz Dip & Squeeze packaging is also attractive from a functional standpoint. The packaging directions use minimal directions to explain how to use the packet for dipping or squeezing with dotted lines and arrows that represent tearing or pulling back the wrapper. The Dip & Squeeze resolves the problem of messiness that many fast-food eaters experience while driving. I’m sure we’ve all been there … trying to distribute the ketchup onto our burger, fries, or nuggets while keeping our hands, steering wheel, car seat, and slacks clean. I, for one, am always making a mess of the ketchup. The newly designed packaging seems to solve this dilemma as it allows for squeezers and dippers to enjoy, sans-mess.
Aesthetically and functionally, I’d give Heinz my approval. However, the re-design does not seem to be environmentally friendly. My main criticism would be regarding the packaging used. I’m curious why Heinz didn’t jump on the ‘green wagon’ with their re-design. Heinz had the opportunity to use environmentally friendly packaging products. They also had the chance to design the package in a way that it could be easily compacted for recycling purposes. Neither of these steps was taken.
It’s an interesting phenomenon when a familiar product gets a facelift, whether it’s the template of Facebook (is anyone else frustrated with this new layout?) or the packet of ketchup. Even more interesting is when the redesign makes national news, bringing it to the attention of those who use the products.
4 Comments
this is the most exciting news since sliced bread! i cant wait for mayonnaise to come in such a perfect travel container.
i would have to disagree with you on the whole “going green” thing. i quite prefer they dont try and do something as ridiculous as trying to get all environmental. its manufactured, processed ketchup. but then again, i’m not very optimistic about fixing the planet.
I have not seen this new package design yet in real life, but the concept is genius. I don’t know about you, but I cannot stand those little ketchup packets that you have to manually squeeze, and you inevitably get ketchup all over your hands. You are right about being environmentally friendly, but I think that something like this, something so small and portable, won’t be recyclable for a while… we might have to wait for the next re-design.
Even though I am an avid ketchup hater, I think the design is brilliant and worthy of the news (especially for our fast food lovin society). Dippers and Squeezers – everyone should be happy. This reminded me of a friend of mine that complains constantly about the difficulty of eating fries while driving due to the old ketchup packets. Problem solved!
I haven’t seen this new design either, probably because I don’t eat at fast food places. I like the new design, it is so much easier to not make a mess.
Post a Comment