US food company Kraft Heinz has created an adjustable cap for its ketchup bottles that allows users to snap it into different positions to control the rate of flow.

The limited edition Love Lid was designed in collaboration with industrial design studio Beta Design Office and advertising agency Wieden+Kennedy London and works much like an adjustable hose nozzle.

The updated bottle looks similar to the current iteration, where the lid is located on the bottom and flips open for subsequent squeezing.

With the Love Lid, however, there are three settings labelled in red lettering – Like, Love, and Crazy Love.

"The Heinz Love Lid is the first customizable ketchup lid designed to empower fans to choose their perfect squeeze of ketchup for summer's favorite foods," said the brand.

The rate of ketchup output adjusts with each setting and grows increasingly thick with each snap.

According to the company, its creation was informed by a Reddit thread where commentators discussed how many bottles of Ketchup they use on average.

"People have deeply personal rituals around how much ketchup they squeeze, and we celebrate every one of them," said Global Heinz at the Kraft Heinz Company vice president Nina Patel. "The Love Lid is an innovation that lets consumers squeeze to their heart's content, because Heinz has always been more than a condiment."

The lid is a limited edition and follows in the company's more recent quest to evolve its packaging "to expand its reach while reinforcing fans' irrational love for its unmistakably rich sauce".

It also released a fry box earlier this year with a built-in ketchup pocket for dipping.

"We all experience love differently and our fans' connection to ketchup is no exception," said Patel.

Heinz ketchup first went on sale in 1876 to US consumers. Today, according to The Economist, more than 650 million bottles are sold globally per year, with North America leading sales.

Other recent packaging design updates include a wrapper by KitKat that doubles as a smartphone pouch to put the devices "on a break" and packaging by Japanese snack food brand Calbee printed in black and white as a response to material shortages from the ongoing Iran war.

The image is courtesy of Kraft Heinz