In Heinz’s squeezable upside-down ketchup bottle, the plastic cap is designed to dispense a standard blob of sauce without spilling. It works. But it can’t easily be recycled, so the Kraft Heinz Company decided to design an alternative. Nine years later—after 185,000 hours of product development, $1.2 million in investment, and 45 different iterations—a new design will be rolling out in the U.K. within the next couple of months.
