#Heinz is known for its thick ketchup that pours out of the bottle slowly, giving consumers the perception that it is made of the purest tomatoes in its most authentic form with no dilution.
While the slow pour has been Heinz's unique selling proposition, consumer insights have also shown that it has been a frustrating experience for consumers when the ketchup has taken far too long to come out.
So Heinz Canada made it easier for consumers by introducing the Pour-Perfect bottle, where the position of the label on the bottle has been titled to a 45 degree angle - the perfect pouring angle for the ketchup.
Now consumers know the right angle to tilt the bottle. This takes care of the frustration of the consumers while retaining its competitive edge. The tilted labels are also breaking clutter on the store shelves making consumers stop to check out these new bottles.
It will be interesting to see if this gets scaled up by Heinz to their other markets or not.
Video Credit: Heinz Canada
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