New packaging aims to improve on-the-go condiment use for quick-service meals.
Kraft Heinz has introduced a new packaging format for its ketchup products, designed to improve on-the-go consumption. The new design, called the “Heinz Dipper,” is a fry box featuring a built-in compartment for ketchup. It is being rolled out in restaurants and sports venues across eleven countries, including the United States, Canada, Mexico, Brazil, Germany, Italy, Portugal, Philippines, Thailand, China, and Kuwait.
The packaging is being introduced as part of a pilot across more than 20 participating restaurants and stadiums worldwide. According to the company, the concept was developed in response to consumer feedback on the difficulty of using traditional condiment formats while eating in transit.
Data cited by the company indicates that 70% of ketchup and french fry consumers have experienced spills when dipping on-the-go, and 80% have considered skipping condiments entirely due to the inconvenience of using standard sauce packets outside traditional dining settings.
Nina Patel, Vice President, Global Heinz Brand at the Kraft Heinz Company, said, “After spotlighting the uncanny resemblance between fry boxes and our iconic Heinz Keystone globally, we wanted to take the next bold step: redesigning the age-old fry box to work even harder for our Heinz lovers everywhere.”
The new fry box design is described as patent-pending and intended to provide a mess-free solution to a common issue in quick-service dining. It also marks the brand’s largest coordinated global launch within its “Away from Home” business segment.
The rollout serves as a test for future expansion, with potential for wider distribution based on consumer response. The Heinz Dipper will be available at selected locations for a limited time while supplies last. Further distribution plans have not been disclosed.