Heinz ketchup bottle gets a lid with three love settings

Heinz has designed a ketchup lid that adjusts to how much you love it.

The ‘Love Lid’, created with Wieden+Kennedy London, comes with three settings, Like, Love and Crazy Love, letting fans dial in their preferred squeeze for fries, hot dogs and burgers this grilling season.

The idea grew out of years of online debate over the “correct” amount of ketchup per portion. Rather than settle the argument, Heinz decided to let people set their own dose.

“We all experience love differently and our fans’ connection to ketchup is no exception,” said Nina Patel, vice president, global HEINZ at the Kraft Heinz Company.

“People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them. Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ.”

The Love Lid follows the HEINZ Dipper innovation, the fry box with a built-in sauce pocket, as the brand keeps finding new ways to get ketchup exactly where fans want it.

It also continues a run of UK work from Wieden+Kennedy London’s food pairing campaign that plays with how the brand shows up on pack and on shelf.

The bundle, including one bottle of HEINZ Tomato Ketchup, a Love Lid and a squeeze guide, is available at thelovelid.com in the US and via HeinzToHome.co.uk in the UK.