# How Heinz Redesigned Its Ketchup Bottle to Save the Brand

Page: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-heinz-redesigned-its-ketchup-bottle-to-save-the-brand
Text version: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-heinz-redesigned-its-ketchup-bottle-to-save-the-brand.md
Podcast: [Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell](https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735)
Published: 2026-06-18T18:52:19+00:00
Episode link: https://audio.fexingo.com/business/brand-storytelling/episode-0059.mp3
Audio file: https://audio.fexingo.com/business/brand-storytelling/episode-0059.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/episodes/how-heinz-redesigned-its-ketchup-bottle-to-save-the-brand
Duration seconds: 480

## Resource

In this episode of Brand Storytelling with Fexingo, Lucas and Luna dive into the story of Heinz's iconic glass ketchup bottle — a packaging design that became a liability in the 1990s as plastic squeeze bottles took over. Heinz faced a crisis: its legacy bottle was losing sales, but its brand was inseparable from that glass shape. Rather than abandon it, Heinz redesigned the bottle to make it functional again, reengineering the neck and adding a no-drip valve. The result was a 2002 redesign that revived the brand and became a case study in honoring heritage while embracing innovation. Lucas and Luna unpack the numbers: market share went from 48% to 60% after the relaunch, and the bottle became a cultural icon again. They discuss how Heinz listened to customer frustration — the 'upside-down problem' — and turned a packaging limitation into a brand story of listening and improvement. This episode is a masterclass in using product design as a narrative tool, not just a functional fix. #Heinz #Ketchup #PackagingDesign #BrandStorytelling #ProductRedesign #HeritageBrand #ConsumerInsight #Innovation #MarketingStrategy #IconicDesign #GlassBottle #UpsideDownBottle #NoDripValve #LegacyBrand #Turnaround #MarketShare #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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