Commentary: Even a ketchup bottle is worth improving

01/12/2004 | San Antonio Express-News

In response to customer feedback, Heinz showed the value of redesigning a low-tech product like a ketchup bottle, making it easier to pour. Transforming its glass bottle, the latest packaging is an oval squeeze-bottle with a flip-top lid and a tagline "For Impatient French Fries," a reference to the popular Heinz ketchup commercial that used Carly Simon's song "Anticipation."

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