Heinz Ketchup Package

Everyone loves ketchup, but everyone hates the packets. Rip, squeeze, splatter—total mess. Heinz saw this tiny pain and flipped it into a big win with their “Dip & Squeeze” pack. Same ketchup, smarter delivery.

Small Change, Big Impact

The genius move here wasn’t new ketchup. It was rethinking how people use it. The pack lets you dip or squeeze, making it flexible for any eating situation. Functional delight beats flashy gimmicks every time.

Why It Works

• Solves a real pain point
• Adds clear utility (dip or squeeze)
• Keeps brand identity strong
• Turns a nuisance into satisfaction
• Reinforces Heinz’s image as the ketchup innovator

Real-World Twins

• Dyson: made vacuuming better, not sexier
• OXO: improved grip, not appearance
• AirPods: easy charging, no hassle
• Starbucks: skipped the line, not the latte