Heinz has launched a customisable ketchup lid that allows consumers to choose how much sauce they dispense based on the food they are eating.

The Heinz Love Lid features three settings – Like, Love and Crazy Love – offering different levels of sauce flow from a standard Heinz Tomato Ketchup bottle.

The limited-edition packaging innovation has been introduced in the UK and US for the summer barbecue season. UK consumers can purchase the lid through a limited-time bundle available from HeinzToHome.co.uk.

The bundle contains one bottle of Heinz Tomato Ketchup, one Love Lid and a guide suggesting which setting to use for different summer foods.

Heinz said the concept was inspired by online conversations about the right quantity of ketchup for foods such as burgers, chips and hot dogs.

Nina Patel, Vice President, Global Heinz at the Kraft Heinz Company, said: “We all experience love differently and our fans’ connection to ketchup is no exception. People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them.

“Whether they ‘like it’, ‘love it’, or have full-on ‘crazy love’, there’s no wrong way to enjoy Heinz. The Love Lid is an innovation that lets consumers squeeze to their heart’s content, because Heinz has always been more than a condiment, and this summer we’re proving we have a love language all our own.”

The Love Lid forms part of Heinz’s efforts to adapt its established packaging around the ways consumers use its products.

It follows the introduction of the Heinz Dipper, packaging designed to make it easier for consumers to dip food while eating away from home.

The latest launch demonstrates how relatively small packaging adaptations can give established food and drink products a new point of difference, create opportunities for personalisation and encourage consumers to engage with familiar brands in different ways.

The Heinz Love Lid bundle is available for a limited time in the UK through Heinz to Home.