I love A.1. steak sauce. That concoction of tomatoes, raisin paste, distilled vinegar and a whole host of other spices and herbs. The original sauce upon which A.1. is based, was created in 1824 by Henderson William Brand, a chef to King George IV of the United Kingdom. It’s been a mainstay on my steaks, burgers and even steak fries for years. But on my most recent usage, I came to realize that perhaps many restaurants and end users have been duped.
I’m not speaking of those who would find it nearly sacrilegious to put A.1. on a fine steak in the first place – but rather, perhaps we’ve all been part of some oversight on the bottle’s design and how it’s been used by us. Now that my eyes have been opened, I would put forth the argument that the bottle’s design, whether purposely or not, promotes many tens of millions of ‘over-pours’ from home diners and restaurant patrons – perhaps monthly.
Years ago I recall hearing about a soy sauce manufacturer who was looking for a unique marketing angle to sell more of their product. One day, a slick executive suggested that they keep everything else the same and simply enlarge the hole or holes in the top. More soy sauce distributed with each pour, increased consumption and voilà – they had increased sales.
The technique is not unheard of. Henkel changed the dosage of their German dish liquid Pril and enlarged the opening of the bottle. I won’t deny A.1.’s popularity and the brand is definitely trusted. Moreover, I’m not accusing Kraft or any of the former owners of foul play. But why hasn’t Kraft chosen to manufacture the bottle in a far cheaper plastic container, keeping the same shape and adding a squeeze top?
Other sauces such as Heinz 57 have made the change, and so has Hellman’s with their mayonnaise. But then again, mayo doesn’t come running out of the large opening when you use it. Plastic is certainly cheaper to use in packaging than glass, but perhaps the over-pours, an oversight by many of us, is exactly what is keeping the product’s output churning in large volumes.
Of course, larger volumes lead to more corporate income, better placements on grocery store shelves, and more advantageous pricing relationships with food wholesalers and restauranteurs. Whether Kraft knows it or not, our over-pours are helping their ‘heavily’ trickled-down product economics.
Just makes me wonder…and you?