Heinz Dip & Squeeze package

PAKsmart said on 8 Feb, 2010:

The Heinz concept of a new ‘Dip & Squeeze’ condiment package is brilliant and long overdue. But can we say it’s best in class? What would the consumer expect from this packaging makeover?

Ease of use, good to the last drop, product accessibility, splatter-​free and totally recyclable jump to mind as approval criteria. The frustration level with today’s sachets ranks as high as the impenetrable clamshell, so let’s focus on delivering the hassle-​free element. While we’re at, let’s include the fun element.

Just enough ketchup without being wasteful per package means no residual ketchup due to difficulties in emptying the package. Last thing we want are more seagulls fighting over the spent packages or creatures ingesting more plastic film. Having just read annual production figures for the Heinz ketchup sachet, 1.5 times the distance to the moon, I say put your best minds on this redesign.

Sure, there’s an urgency to get a better package to market, but let’s address all the design criteria before we put it on the table.

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