BOTTLE.CO

Cost-Benefit Analysis

The pricing for Design A was derived from the current prices on Heinz ketchup 400ml (Albert Heijn, 2026).

Unit Cost Calculation

To calculate the unit cost per bottle, the following data was applied:

  • PET cost per gram: roughly €0.001 (Negi, 2026)
  • PP cost per gram: around €0.00237 (Plastic-Price.com, 2026)
  • Peel cost: €0.02 (Selig, Inc., 2013)

Design A (Current)

Shape & Material

400ml, standard shape, bottle – PET, cap – PP plastic, peel

Unit Cost Breakdown

  • Bottle Body: 90g × €0.001 = €0.09
  • Cap: 13g × €0.00237 = €0.03081
  • Peel: €0.02
  • Total: €0.14081

2026 Sales Price: €2.79

During the last 3 years period (2022-2024) net sales declined relatively sharply from 26.6 billion to 25.8 billion (The Kraft Heinz Company, 2025).

Design B (New Design)

Shape & Material

380ml, special notches for finger grip, increased cap size, integrated peel cutter, labeling from sides, bottle – PET, cap – PP plastic, peel

Unit Cost Breakdown

  • Bottle Body: 30g × €0.001 = €0.03
  • Cap: 17g × €0.00237 = €0.04029
  • Peel: €0.02
  • Total: €0.09029

Expected Pricing

Calculated using: Current Price × (1 + i), where i is the 2% inflation rate (Eurostat, 2026).

2026
€2.70
2027
€2.76
2028
€2.81

Expected Market Performance

Design B demonstrates the reduction in volume of the bottle from 400ml to 380ml, which signifies that the price should be reduced relatively, since consumers base their decisions on cost-effectiveness.

The expected market performance and forecast were based on the likely increase in audience by the end of 2028. Taking as a basis 25% of children worldwide and 15% of elderly people (PRB, 2024), it was foreseen by about 13% increase in new buyers out of the above-mentioned after the redesign, so it is approximately 5% growth from the current customer segment.

Furthermore, approximately 30% of total net sales belong to the sauces, out of which around 15% is for the ketchup (Statista, 2025). According to those data, the expected net sales growth at the end of 2028 would be roughly +0.75%. So, the net sales will increase to approximately €26 billion compared to €25.8 billion in 2024.

Production Costs

Variable Costs

Molding costs could suffer relevant changes due to the reduction of the material of the bottle body by 3 times (from 90g to 30g). Consequently, electricity for running machines, water for cleaning and cooling down forms would be reduced.

  • Electricity cost: €0.50/kWh average (Electricity prices Netherlands, 2025)
  • Water cost: €1.75/m³ (Watkost.nl, 2025)
  • Electricity consumption for molding: ~0.4 kWh/kg (iBottling, 2025)
  • Water consumption for molding: ~1.5 L/kg (Battjes et al., 2011)
90g Bottle (Design A)
€0.018
30g Bottle (Design B)
€0.0061

Fixed Costs

  • Machine Resetting: €85 to €210 (depends on labor skills, material waste, and production line setup) (Tilley, 2025)
  • Design, Engineering, Prototyping & Testing: €2,000 to €25,000+ (depends on design simplicity, number of prototypes, and testing period) (Pjotr, 2025)

Summary

Design B proposes a new, more convenient model for children, elderly and with disability of grip strength people, which is also more cost-effective compared to Design A. This will lead to sales growth of 0.75%, reduce waste (due to lower consumption of manufacturing material), and attract new customers with its novelty. However, it would require some additional financing for developing a new product.

References