The multi-million dollar ketchup bottle idea
Ketchup bottles used to come in iconic glass bottles that reigned supreme in diners and homes for decades. The downside was getting the ketchup out.
The process could be stubbornly slow, then suddenly gush out without much force. In the early 2000s, Heinz revolutionized the condiment market with the upside down, squeezable plastic bottle. Or rather, it was the owner of a precision molding company, Paul Brown, who created it.
After 111 prototypes and draining his bank account, he developed the squeeze bottle in the 1990s. He sold his product to shampoo companies, condiment companies and NASA, then sold his company for $13 million.
The redesign seems obvious in heinzsight, as is any innovative product that relies on common materials and manufacturing techniques. The wide-mouthed, squeezable design affords precision and control over dispensing, minimizing waste. Storing the bottle upside down ensures the ketchup is always ready at opening, eliminating the need for shaking or tapping. And the use of flexible plastic allows for near-complete emptying of the contents.
The success of this packaging design highlights subtle yet impactful principles. It demonstrates the power of iterative design, addressing all major pain points of the glass version. Through persistence and focusing on the user experience, the redesign not only improved a product, but transformed entire markets.
