The Evolution of Packaging Case Study: the Ketchup Bottle

Have you ever consider how packaging can affect the simplest thing? Let’s take the example of the ketchup bottle.

Remember glass ketchup bottles? How did you get the ketchup out? Did you have to hit the bottle on the #57 imprinted on the glass? How about earlier plastic ketchup squeeze bottles? Did the top get crusty from the extra ketchup on the lid? How about the plastic ketchup bottle that sits upside down with the silicon valve that does not leak and does not need to be wiped down after each use?

Over time with the change in demand and technology plastic bottles have evolved to cost less than glass bottles.

Let’s look some examples of how ketchup has been packaged over the years.

Glass Ketchup Bottle
Packaging Function Pros:

• Safely protects and contains product
• Label communicates product information
• Convenient Twist off, re-sealable closure

Areas to improve:

• Sharp glass if broken bottle
• Difficult to dispense product and proper amount

Plastic Bottle with flip top cap
Packaging Function Pros:

• Safely contains product, especially if dropped at home (no broken glass)
• Label communicates ingredients, nutritional information
• Reduces time to open and use with flip top cap (no lost caps)
• Convenient product dispensing and product allotment with squeezable bottle

Areas to improve:

• Cap needs to be cleaned up after each use

Ergonomic bottle with valve and inverted cap
Packaging Function Pros:

• Design is easier and more convenient to use
• Cap and valve reduces mess or ‘self-clean’ cap

Areas to improve:

• Product allotment amount

Consumers drive packaging changes. This is especially true if recognizing the value added by convenience. Consumer demands lead the original shift away from glass bottles to plastic ones. This was more expensive but more convenient for the consumer. The same is true for the "self-clean" value.

​Packaging enhancements have led to a product that is easier to use. Where will packaging take the ketchup bottle in 10 years?

We want to hear from you! What type of consumer demands do you think will lead to the next change in the packaging of ketchup? Let us know by commenting below.

Post by: Kent Longardner, Technical Sales Manager