photo of Heinz Dip & Squeeze package design

Heinz Dip & Squeeze


This project was completed by 4sight inc., now part of Product Ventures

Our team’s work on the Heinz Dip & Squeeze was one of our great innovations for packaging design. Our consumer research insights uncovered consumers didn’t see single-use ketchup packets as a serving size — so they grabbed many packets at a time. The Dip & Squeeze package design combined the equivalent of 3 packets into one to deliver convenience and controlled dispensing with less mess. As indicated by the name, consumers can choose to either squeeze ketchup out of the packet or peel off the top for easy dipping. This design also replicates the look of the iconic bottle shape to help build brand equity and create a halo effect around the brand of this package design.


Want to hear more specifics about our process for this project? Contact us.