Heinz Love Lid: Adjustable Ketchup Cap with Three Flow Settings
Kraft Heinz has introduced the Love Lid, a special edition adjustable cap for ketchup bottles that enables users to manage the flow with three options: Like, Love, and Crazy Love. Collaborating with Beta Design Office and Wieden+Kennedy London, this lid operates similarly to a hose nozzle. While maintaining the existing bottom-lid design, it incorporates three red-labeled settings that increase ketchup output with each adjustment. Nina Patel, Global VP of Heinz, emphasized that the lid embodies 'deeply personal rituals' associated with ketchup, allowing enthusiasts to personalize their experience. This development is part of Heinz's initiative to innovate packaging and strengthen brand loyalty. Since 1876, Heinz ketchup has sold over 650 million bottles each year.
Key facts
- Kraft Heinz created the Love Lid, an adjustable cap for ketchup bottles with three flow settings: Like, Love, and Crazy Love.
- The Love Lid was designed with Beta Design Office and Wieden+Kennedy London.
- The lid works like an adjustable hose nozzle and is located on the bottom of the bottle.
- The settings are labeled in red lettering, and ketchup output grows thicker with each snap.
- The design was informed by a Reddit thread about ketchup consumption.
- Nina Patel, Global Heinz VP, said the lid celebrates fans' 'deeply personal rituals'.
- The Love Lid is a limited edition, part of Heinz's packaging evolution strategy.
- Heinz ketchup has been sold since 1876; over 650 million bottles are sold annually worldwide.
- Earlier in 2026, Heinz released a fry box with a built-in ketchup compartment.
- Other packaging updates include KitKat's smartphone pouch and Calbee's black-and-white packaging.
Entities
Institutions
- Kraft Heinz
- Beta Design Office
- Wieden+Kennedy London
- Heinz
- The Economist
- KitKat
- Calbee
Locations
- United States
- North America
- Iran
Sources
- Dezeen —