As the name promises, "Dip and Squeeze" ketchup can be squeezed out through one end or the lid can be peeled back for dipping. The red, bottle-shaped packets hold three times the ketchup as traditional packets. The new containers are more expensive than the old sleeves, but Heinz hopes customers learn not to grab more than one or two.
Heinz for decades has searched for better single-serve packets. The company has tried making them bigger, easier to open, or attachable to a cup of French fries. None of the changes could be made cheaply or solve customers' main complaints—the single-serve packets are messy, hard to open and don't provide enough ketchup—say executives. For about the past decade, Heinz sold two single-serve containers: the classic squeeze packet and a dipping cup.