Heinz ketchup is facing a massive shake up as the company is planning to remake the iconic glass bottle in paper.
It is the world’s first sauce brand to pilot a sustainable paper bottle and is teaming up with Pulpex, which created a paper bottle for whisky brand Jonnie Walker.
They are developing a prototype to test for leaks and ensure the distinct taste is unaffected.
Trials will include how the paper version stands up to the custom of turning the bottle upside down and “tapping” on the base to get the tomato sauce onto food.
The new sustainable bottles made from wood pulp will further boost the brand’s green credentials.
It already uses 30% recycled plastic and has recyclable caps on its squeezy bottles as part of its pledge to make all packaging recyclable, reusable, or compostable by 2025.
Kraft Heinz chief executive Miguel Patricio said: “Packaging waste is an industry-wide challenge that we must all do our part to address.
“That is why we are committed to taking steps to explore sustainable packaging solutions across our brands at Kraft Heinz, offering consumers more choices.
“This new Heinz bottle is one example of how we are applying creativity and innovation to explore new ways to provide consumers with the products they know and love while also thinking sustainably.”
And Rashida La Lande, executive vice president for Kraft Heinz, added: “We hope to bring this bottle to market and to be the first sauce brand to provide consumers this choice in their purchasing decisions, as many consumers today are looking for more sustainable packaging options.”