Just days ago Heinz unveiled an evolutionary packaging development catering to the fast food industry; a new “dip & squeeze” ketchup package.
[12]
Heinz concept of a new “dip & squeeze” condiment package is brilliant and long overdue in fact.
But before we rid ourselves of the old sachets let’s consider the functionality of the new package. The dipping concept is a given. It’s actually an intuitive extension of the many single-serve packs that accompany our toast and pancakes today, think butter, jam and syrups. Or better still; think chicken and rib dipping sauces or salad dressings.
I would remind our readers however, squeezing residual sauce from a semi-rigid tray is no easy task to perform. From a functionality perceptive it’s inefficient, frustrating and messy by the time the last drop emerges.
How then to redesign the “dip & squeeze” for eco-effectiveness, specifically when it comes to completely empting the packet? Before “dip & squeeze” hits the tables, rethink the squeeze concept, satisfy packaging sustainability criteria and above all introduce the fun element to the package.
As opposed to conventional case studies where the post analysis serves as lessons learned exercise “dip & squeeze” is commercializing in real time. Time travel therefore will not be required to align the criteria for eco-effectiveness to meet today’s expectations.
Use this space/discussion to push the envelope on product development thereby accelerating the commercialization of a green package.
What's the formed bottom made from...pine cones, sugar cane, corn cobs, PVC?
The design looks really good in the sense that both dip and squeeze can be carried out by the consumer.But doesn't it have limitation on the size compared to present squeeze ones.As put up in your column it will suit more smaller portion users rather than bigger sizes.
Not silly by a long shot. Let me provide you with the production figures on the traditional sachets as posted on the Heinz website.
One year’s production for Heinz yields 11 billion units which equates to an annual usage of 2 packets per person on the planet. For those that like to think in terms of distance, those 11 billion units can circle the global 26 times or travel to the moon and back plus part way there again. On a daily bases 23 million packages are produced.
Now extrapolate your figure to reflect the 11 billion units and remember that the new Dip & Squeeze contains 27 grams rather than the sachets 9 grams. Last thing we want are more seagulls fighting over the spent packages or creatures ingesting more plastic film.
Sure, there’s an urgency to get a better package to market, but let’s address all the design criteria before we put it on the table.
Anybody try one yet? I have tried a number of them and am very impressed with how easy it is to get all of the ketchup out. The thermal formed bottom half is actually quite soft and flexible. I think the package will be a big hit- especially with mess conscious moms.
A case study in designing for eco-effectiveness is a very encouraging initiative. I appreciate your justification for the product. It needs to be carried further. product designing
In the evolution of packaging it’s relatively recent that the package has been attracting serious attention for a number of reasons and least of all is functionality. So Jacob are you hinting at a collaborated effort? It would be a great extension to what I could see from your website.