Pittsburgh-based food giant Heinz has launched a new, upside-down squeezable container for its flagship ketchup brand.

The Heinz Easy Squeeze ergonomically designed bottle is something of a turnaround for a company that built a marketing presence around the virtues of “anticipation”, offering a means of “No Wait … No Mess” ketchup dispersal that “comes out more quickly than ever”.

Casey Keller, MD of ketchup, condiments and sauces, said: “We remain on schedule to introduce Heinz Easy Squeeze this summer and are confident that consumers will be delighted with this exciting new package.”

The new, clear plastic bottle will begin shipping in July in two sizes – 20-ounce and 32-ounce packages.

Keller added that recent innovations in the ketchup sector by Heinz “have driven category growth while increasing Heinz’s ketchup sales approximately 7% annually over the past two years, giving the brand a record 60% market share.

“It’s obvious that innovation is the name of the game in this category.”