Heinz has redesigned the humble fry box. The new “Heinz Dipper” adds a built-in pouch that protrudes from the container to hold ketchup or mayo — so you can dip on the move without a separate cup, a spill or a spare hand. It rolled out at restaurants across 11 countries, from the US and Germany to Thailand and Kuwait. Heinz says 70% of people have spilled sauce eating fries on the go, and 80% sometimes skip the dip entirely because the packaging makes it awkward.
It is a brand fixing a tiny, universal annoyance most people never thought to question. Instead of a new flavour or ad, Heinz redesigned the packaging around the actual moment of eating — and turned an everyday friction into the whole campaign. The signal: there is brand growth hiding in the small, unglamorous frustrations of how people really use your product.
So…:
What tiny, everyday friction in using your product have you stopped noticing — and could redesign away?
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Picture:
Heinz (presse)