Heinz Wants You To Let the Ketchup Flow With ‘Love Lid’

When it comes to groundbreaking innovations in ketchup, there’s not much that you can really do. Before squeezy bottles, it didn’t really get much more technologically advanced than tilting a glass bottle at 1 45-degree angle and frantically hitting the Heinz 57 to get ketchup to pour out.

Well, that’s about to change, as Heinz has officially introduced the first-of-its-kind customizable ketchup lid that allows fans to choose how they want their ketchup to flow. Dubbed the “Love Lid,” users will find three settings—Like, Love, and Crazy Love—they simply dial in to control how epic a squeeze of ketchup they prefer.

“We all experience love differently, and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them,” said Nina Patel, Vice President of Global HEINZ at the Kraft Heinz Company. “Whether they ‘like it,’ ‘love it,’ or have full-on ‘crazy love,’ there’s no wrong way to enjoy HEINZ. The Love Lid is an innovation that lets consumers squeeze to their heart’s content, because HEINZ has always been more than a condiment, and this summer we’re proving we have a love language all our own.”

Unfortunately, the Love Lid won’t be a regular mainstay of Heinz’s packaging and can only be acquired via an “exclusive” grilling-season bundle at www.TheLoveLid.com in the US and through HeinzToHome.co.uk in the UK. As of this writing, it will only set you back $3.78, which is cheaper than a gallon of gas, so at least there’s that.