It is not just Heinz.  Any consumer product that has 15% left in the bottle when the consumer gets fed up and tosses it loses when it uses this nonstick coating on the bottle.  Presumably this will add to their manufacturing cost, so they will pay more to produce the product and sell less since we can use all they put in the bottle.  It doesn’t make economic sense to me.

With New Nonstick Coating, the Wait, and Waste, Is Over – NYTimes.com.