Revitalizing a Classic: A Fridge Door Fit That’s a Family Hit

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Product Ventures and Heinz recently teamed up to create the “Fridge Door Fit” ketchup bottle for high volume families. Guided by consumer ethnography calling for versatility, the ergonomic pack accommodates even the youngest users with its easy squeeze, non-slip grip. Addressing consumers’ frustration with awkward large size packs, the compact design is perfect for fridge door storage allowing easy and frequent consumption. The iconic bottle echoes classic brand equities, such as octagonal facets and neckband, while the classic Heinz keystone appears in the bottle’s silhouette and snap back closure.

Heinz Ketchup, “America’s Favorite,” has long been a fixture in kitchens & restaurants across the country and has practically become a food group in many homes. To meet the needs of high volume families, Product Ventures, a leading strategic invention consultancy, collaborated with a cross-functional team from Heinz to design a supersized bottle that’s easy to store and use for frequent consumption.

Guided by consumer ethnography that called for versatility, the ergonomic “Fridge Door Fit” pack accommodates even the youngest users with its easy-squeeze, non-slip grip. The compact and smartly proportioned package is perfect for fridge door shelves and for easy access, and can be stored upright or upside down.

“Our observational studies revealed strong feelings Heinz consumers have about their ketchup experience,” explains Peter Clarke, CEO of Product Ventures. “They were very specific about the shortcomings of conventional packages and the desired features that would please them both on shelf and during in home use. We wanted to address their frustration with the awkward proportions and handling of other large sized packs.” This market insight along with the firm’s deep expertise in industrial design and manufacturing technology guided the consumer-approved, actionable innovation.

“The outstanding result is a reflection of the productive collaboration with Heinz’s cross-functional team,” adds Clarke, “We worked hard to create added value for consumers while reinforcing the attributes of a much loved brand.”

The iconic bottle echoes classic brand equities, such as octagonal facets and a neckband, while the classic Heinz keystone appears in the bottle’s silhouette and snap back closure.

About Product Ventures Ltd.

Product Ventures Ltd. (http://www.productventures.com)…enhancing lives through invention.SM Product Ventures creates the products and packages consumers use everyday. We innovate by connecting user needs with manufacturing technologies to deliver meaningful and sustainable experiences. Our consistent marketplace success has earned us lasting relationships with the world’s leading companies and their most iconic brands.

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Natasha Lopoukhine
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