Heinz fridge fit ketchup (USA)
Summary: H.J. Heinz created a more hand- and space-friendly bottle called Fridge Door Fit, and increased ketchup consumption 68% in the past year
Heinz Fridge Door Fit. H.J. Heinz created a more hand- and space-friendly bottle called Fridge Door Fit, and increased ketchup consumption 68% in the past year on the products it has upgraded to the new bottle, says Wendy Beitsinger Joyce, Senior Brand Manager for Heinz ketchup.
Consumers told Heinz they often didn’t have enough ketchup in their homes and that the dimensions of the former 64-oz ketchup bottle, 11 1/8”x4 7/8”x3 3/4”, made extra “stock-up” bottles a space-guzzler in the pantry.
Consumers told Heinz they wanted a more versatile large-size ketchup bottle that would be easy to store and use frequently. Heinz, working with Product Ventures, designed the Fridge Door Fit bottle to be stored upright or upside down.
The 64-oz PET bottle, from Graham Packaging, is more slender, at 10”x5”x3 5/8”, than its predecessor. These more consumer-desirable dimensions, plus a wide, flat-top cap, give the bottle the storage flexibility that consumers want.
Source: Shelf Impact! Nov 2006