03 Nov '11, 2pm

The Time it Takes for Innovation at Heinz Worries Me

The Time it Takes for Innovation at Heinz Worries Me

Some people rip off the corner of the packet with their teeth. Others, while driving, squirt the ketchup directly into their mouth, then add fries. Some forgo fries at the drive-through all together to keep from creating a mess in the car. After observing these and other “compensating behaviors,” H. J. Heinz Co. says it spent three years developing a better ketchup packet. As the name promises, “Dip and Squeeze” ketchup can be squeezed out through one end or the lid can be peeled back for dipping. The red, bottle-shaped packets hold three times the ketchup as traditional packets. The new containers are more expensive than the old sleeves, but Heinz hopes customers learn not to grab more than one or two. To develop the new packet, Heinz staffers sat behind one-way, mirrored glass, watching consumers in 20 fake minivan interiors putting ketchup on fries, burgers, and chicken...

Full article: http://www.designsojourn.com/the-time-it-takes-for-innova...

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