You don't have to be a ketchup fan to have an opinion about those little packets.

"They're a pain to open. They're hard to open and they squirt everywhere."

"You need like seven of them just to get something done."

Dave Ciesinski with Heinz says they introduced the ketchup packet in 1968, and the hate began immediately.

"Urban legend has it here that complaints started in 1969."

This fall they'll be rolling out the dip-n-squeeze.

"And it's going to be, if you look at it, shaped essentially like a little ketchup bottle."

With three times more ketchup than the present packet, the name says it all.

"Awesome. I love it. I want it. I like the dipping tray actually."