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Heinz has introduced the Love Lid, a customisable ketchup cap designed to give consumers greater control over how much ketchup they dispense with each squeeze.

Launching in time for the summer grilling season, the Love Lid features three settings: Like, Love and Crazy Love, allowing consumers to adjust the flow of ketchup according to their preferences and the food they are eating.

The innovation is designed around the different ways consumers use ketchup, from a small dip for fries to a drizzle over a hot dog or a more generous serving on a burger.

Nina Patel, vice president, global Heinz at Kraft Heinz, said: “We all experience love differently and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them.”

The Love Lid represents the latest packaging-focused innovation from Heinz as the brand looks to add functionality and personalisation to its familiar ketchup format.

Heinz said the product was inspired in part by discussions among consumers about the ideal ketchup-to-food ratio, with the adjustable cap intended to put consumers in control of sauce flow.

“Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy Heinz,” Patel said.

The launch follows previous packaging developments from the brand, including the Heinz Dipper, as the company continues to experiment with ways to change how consumers interact with its flagship ketchup.

The Love Lid is available for a limited time as part of a grilling-season bundle in the US and UK.

Each bundle includes a bottle of Heinz Tomato Ketchup, one Love Lid and a guide suggesting the appropriate squeeze setting for different summer foods.

The launch forms part of Heinz's broader summer marketing activity, with the brand using personalisation and packaging innovation to reinforce its position in the global condiment category.

The Love Lid is available while supplies last in both markets.