What does it take to improve upon the dish liquid bottle?

For Dawn, the answer is over five years, hundreds of designs, and thousands of hours of testing. Now, the household brand is finally ready to unveil new packaging it calls EZ-Squeeze.

The P&G brand was inspired by its consumers’ bottle “hacks” posted online. Dawn’s EZ-Squeeze bottle sits upside down and features a self-sealing valve that prevents leaks. The dish soap mavens designed the new vessel to be used one-handed, and the value’s design negates the need for a cap. Plus, the capless design means some consumers with complications opening conventional caps can use the bottle with less difficulty. Dawn claims that EZ-Squeeze allows more of the product to get used with less mess.