Once upon a time, your favourite tomato sauce was only available in a glass bottle. How to get this magical condiment out of said bottle was more of a conundrum than it should have been. Many people claimed to have the perfect way of pouring it out; a little shake, a tap on the bottom, poke it out with a knife, but still it never came out how we wanted it too.

Cue the invention of the plastic, squeezy bottle, solving this elusive mystery. But for some, ketchup just tastes better when stored in glass, and so the classic bottle still exists, as does the conundrum.

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Well cue Heinz, the biggest makers of this red-teatime-friend. To help those of unsure how to get the perfect pour, they have trialled repositioning their labels to show customers the best angle in which to get the sauce to flow freely from the bottle.

The redesign was tested in Canada with a limited run of bottles. Brian Neumann, senior brand manager at Kraft Canada, said:

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“This year, we have focused our marketing on reinforcing the emotional connection fans have with the brand in clever and ownable ways.”

“We’re always thinking of fun, cheeky ways we can highlight the iconic and timeless nature of the product to give our consumers a smile.”

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We think this needs rolling out worldwide immediately!