“Heinz Dipper”: Heinz redesigns french fries packaging

The Heinz Dipper is an original idea that complements the classic French fries packaging.

If there is one brand capable of taking its communication to the extreme, it is Heinz. The American multinational is the most well-known ketchup brand in the world, and that allows it to play with every element in which ketchup can be used as a complement.

This is the case with its latest idea: revolutionizing a type of packaging that hasn’t been touched in more than 75 years — the French fries box. And it does so by introducing a simple change that is, by all accounts, revolutionary: a small flap to add the sauce and avoid getting messy everywhere.

Heinz – The Heinz Dipper

The initiative is titled “The Heinz Dipper” and has been developed together with the creative agency Rethink. It is a French fries box with an integrated ketchup compartment, specifically designed to make dipping fries in sauce easy anywhere.

More than just a package, Heinz presents it as a clever solution to a universal problem: enjoying French fries with ketchup outside the restaurant without spills, inconvenience, or compromise. The design is simple, intuitive, and removes the usual friction points of “on-the-go” consumption.

The brand supports the idea with clear data: 70% of consumers have spilled ketchup at least once when trying to dip fries outside the restaurant, and 80% have even considered skipping condiments altogether due to the lack of suitable packaging. The Heinz Dipper was created precisely to solve this everyday pain point through creativity applied to product design.

In the words of Nina Patel, Vice President of Global Heinz Brand at Kraft Heinz Company: “After discovering the striking resemblance between French fries boxes and our iconic logo, we wanted to take the next step: redesigning the classic box to make it even more appealing to Heinz fans around the world.”

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