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Heinz has unveiled a new ketchup lid that puts consumers in control of how much sauce comes out, offering three different dispensing levels.

The limited-edition Love Lid features three settings: Like, which releases a small serving; Love, which delivers a medium amount; and Crazy Love, designed for those who want a much bigger squeeze.

The brand says the concept could settle one of the most familiar ketchup debates: just how much sauce is enough? From getting the right balance between ketchup and fries to deciding how much belongs on a hot dog, the lid lets consumers choose their preferred amount.

The launch represents another update to Heinz’s instantly recognisable ketchup format. Earlier this year, the brand introduced the Heinz Dipper, a fry box with an integrated ketchup compartment intended to make eating fries with sauce easier when out and about.

Heinz has also explored new approaches to its closure, including a mono-material version. Its other recent packaging projects aimed at consumers include a redesigned label intended to help restaurants identify authentic Heinz ketchup, alongside a collaboration with Heineken that generated a more divided response.

The Love Lid bottle is being sold online in the UK and US, but is not currently available to consumers across the EU. Each pack comes with a bottle of Heinz tomato ketchup, one Love Lid and a handout outlining suggested squeeze amounts for different summer foods.

According to Nina Patel, Vice President, Global HEINZ at the Kraft Heinz Company, people have their own individual ways of enjoying ketchup, including how much they use.

The Love Lid is designed to embrace those different preferences, giving consumers the option to choose between a little, a regular amount or a much more generous serving.