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Eat more ketchup

Chick-fil-A Heinz Ketchup packet display

Like everyone, I love ketchup! So I was blown away when I was in a Chick-fil-A recently and saw a radical new design for a ketchup packet. Greatest thing since sliced bread? Or greater?

New Heinz Ketchup Dip and Squeeze Packet

As you can see, they made this easy to figure out. The Heinz Ketchup Dip & Squeeze packet contains two points of entry: Tear off the end of the pouch (“TO SQUEEZE”), or peel a foil layer uncover a tiny plastic dish containing about an ounce of ketchup (“TO DIP”).

It’s a breakthrough as significant as the the pull tab on the aluminum can. This also solves ketchup’s longstanding identity crisis: Is it a dip or a sauce? Wrong question! It’s both!

Now we have the perfect container for applying ketchup to anything—a sandwich, fries, a western omelet, Fritos, an ice cream sundae, or just your index finger.

The new packaging has been available nationwide for about 2 weeks. Here’s how it’s described in a Heinz press release: “After 42 years of messing with ketchup packets, people can now eat America’s Favorite Ketchup with ease.”

True that. Now fast food customers will be consuming more ketchup. Instead of tossing a fistful of slippery ketchup packets into the bottom of a paper sack at Burger King, they’ll carry away a neat stack of Dip-&-Squeezes with three times the ketchup. Restaurants will have to order more ketchup. Ka-ching! If you’re in the Heinz marketing department, you are winning.

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Who signed off on this? John Bennett, Vice President of Marketing at Heinz.

— By Daryl Lang. Filed under Advertising


  1. barbara says:

    cue Garrison Keillor …….

  2. Ketchup says:

    42 years of the other packets? Heinz, the dominant ketchup brand was probably making a ton of money on the old ones. Will the new ones increase sales? That’s the million dollar question.

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