Heinz Ketchup is a world-renowned brand known for its tomato ketchup.

Heinz is a very
consumer - focused company and tries to innovate and keep up with the consumer trends to
keep itself on the number one in market share. Heinz is seeing that consumers are not able to
use the whole ketchup from the bottle because it’s sticky and the last few drops don’t come
out that easily. Consumers try to squeeze the bottle, shake the bottle, and some don’t even try
and they just throw away the bottle. This squeezing and shaking of the bottle to get the last
few portions of ketchup makes people a little frustrated. And the consumers who throw away
these bottles are wasting that ketchup. Imagine 1.5 billion bottles every year worldwide. That
accounts for approx. 4.5 million liters of ketchup going to waste and a bad consumer
experience. To make it easy to use, so that consumers and Heinz fans can use every last drop
of the ketchup, they need to innovate. Apart from this, all these plastic bottles go to landfill
and create lots of pollution. Consumers nowadays care about the company’s stance on
sustainability, and they are more likely to buy products from companies that align with their
interests and preferences. Companies also need to balance out managing the interests of
shareholders as well as consumers. Heinz needs an innovative idea to modify its packaging to
solve these two problems. Ketchup comes in a bottle, and bottles haven’t seen any significant
innovation in the last few decades. We will solve this problem by innovating the bottle
design. Heinz can have a program to replace all its plastic bottles with paper bottles and have
a two-way lid on both sides of the bottle. Lids on both sides of the bottle will allow
consumers to use the ketchup however they want, using every last drop, and it would be a
cool design for marketing Heinz as a brand catering to the next generation of people. These
two way lid bottles will be cool, and I believe influencers, consumers, and everyone will talk
about this new fresh design on social media, which will eventually be an amazing organic
marketing for the company. Apart from this, converting plastic bottles to paper /
biodegradable material bottles will also help the company to make itself future fit and likable
to the next generation of people, while doing environmental protection. Innovation in bottle
design and replacing the material of the bottle will help Heinz to gain even more market
share, consumer reputation, and a competitive advantage over the others. This innovation is
not specific to any geographic location, it can be rolled out worldwide without making any
changes. Doing these kinds of innovations by doing consumer studies, and tracking trends
will make the company relevant in the future. Consumers are very peculiar nowadays with
lots of alternative choices available to them when they shop. Innovation, design, and
sustainability are what make companies stand out for the customers. Consumers appreciate
when the company is customer-obsessed, making things easy and convenient for them using
innovative ideas.