Heinz’s new adjustable cap looks simple. Its design process was another story

Never before has a ketchup bottle been designed with such precise portion control. Heinz has released its first-ever customizable lid that comes with three settings for light, medium, and heavy labeled “Like,” “Love,” and “Crazy Love” for an increasingly heavier pour. If the biggest challenge with old-school glass bottles is not knowing how much ketchup will come out when you have to tilt a half-empty container and hit it with the palm of your hand, a Heinz squeeze bottle with the new “Love Lid” is just the opposite. The “Love Lid” is designed with a patented adjustable cap that Heinz devel...