Heinz® Ketchup ‘Uncaps’ New Decade with Revolutionary Product and Packaging Innovations

PITTSBURGH--(BUSINESS WIRE)--Whether you’re a dipper, a squeezer, or a health-minded ketchup lover, Heinz is giving everyone more ways to enjoy America’s Favorite Ketchup. Today, Heinz announced three ketchup innovations in response to consumer demand: Heinz Dip & Squeeze™, with a breakthrough dual-function ketchup package for the foodservice industry that promises to make eating on-the-go more fun and convenient; a reduction in sodium across its base ketchup line to support consumers’ desire for lower-sodium products; and the launch of Simply Heinz™ Tomato Ketchup, made with sugar, for the retail market.

“Americans love Heinz Ketchup, and now the Dip & Squeeze product makes it easier and more fun for them to enjoy it on-the-go”

“For more than a century, product and packaging innovation based on a thorough understanding of what consumers want has been a critical part of the great success of Heinz Ketchup,” said William R. Johnson, H.J. Heinz Company Chairman, President and CEO. “Heinz Ketchup’s Dip & Squeeze product is just the latest milestone in our long history of packaging innovation. From the first plastic ketchup bottle to Top-Down™ and Fridge Door Fit™, Heinz continues to lead the industry in ketchup packaging innovation.”

To Dip or Squeeze?

A true packaging breakthrough, the Heinz Dip & Squeeze dual-function package gives ketchup lovers two ways to enjoy Heinz Ketchup: either peel back the lid for easy dipping, or tear off the tip to squeeze onto favorite foods. The new package holds three times as much Heinz Ketchup as the traditional packet.¹

That means more ketchup when it’s wanted and where it’s wanted with less mess and a better overall dining experience. Now, busy Americans have a portable, clean and versatile package that makes it easier and more fun to dip or squeeze Heinz Ketchup no matter where they are.

“Americans love Heinz Ketchup, and now the Dip & Squeeze product makes it easier and more fun for them to enjoy it on-the-go,” said Dave Ciesinski, Vice President of Heinz Ketchup. “From dipping nuggets and fries to squeezing ketchup on hamburgers or eggs, the Heinz Dip & Squeeze product gives consumers more flexibility, so they can have fun and enjoy eating Heinz Ketchup on whatever and wherever they want.”

The new Heinz Dip & Squeeze product marks the first ketchup packet makeover for the foodservice industry in 42 years. In the past, on-the-go eaters have struggled to open multiple ketchup packets while worrying about making a mess.

More Choices

Heinz also is extending its range of lifestyle-driven products available in retail to include Simply Heinz Tomato Ketchup, which is made with sugar, instead of high fructose corn sweetener. The product will be available in 32-oz. and 15-oz. ketchup bottles beginning in March. This new addition extends Heinz Ketchup’s range of lifestyle products, which also includes Heinz^® Organic Ketchup, Heinz^® Hot & Spicy Ketchup, Heinz^® No Salt Added Ketchup and Heinz^® Reduced Sugar Ketchup. As the leading ketchup producer in the U.S., Heinz is passionate about providing its consumers with choices that fit a diverse array of lifestyles and dietary needs.

Now with Lower Sodium

To help in the effort to reduce consumers’ sodium intake, Heinz will reduce sodium by 15 percent in its core line of ketchup beginning this summer.

“As the largest producer of ketchup in the U.S., Heinz is dedicated to meeting the growing consumer demand for better-for-you products, particularly with lower sodium,” said Idamarie Laquatra, Director of Global Nutrition, Heinz. “Heinz Ketchup is proud to provide consumers with lower sodium ketchup with the great taste that Americans expect.”

This reduction in sodium will make Heinz Ketchup the lowest-sodium, nationally available ketchup in the U.S. So, whether people are on the go, eating out or at home, they will be enjoying the same great taste of Heinz Ketchup they love, with less sodium.

Sharing the Love

To give America’s ketchup lovers a place to express their love of ketchup, Heinz Ketchup is launching a Facebook fan page, www.facebook.com/HeinzKetchup. The destination is a place for enthusiasts to share stories, videos, photos – anything and everything related to Heinz Ketchup. Fans of the Heinz Ketchup Facebook page also will be the first to receive exclusive news on new products and innovations, including the latest details on the launch of Heinz Dip & Squeeze.

Notes to Editors

Heinz Dip & Squeeze is rolling out nationwide and will be available at quick service restaurants nationwide by the end of 2010. Images and b-roll are available upon request.

Simply Heinz Tomato Ketchup will be rolling out nationwide beginning in March and will be available at all major retailers by May. Images available upon request.

For more information on Heinz Ketchup, please visit www.heinzketchup.com or check out our Facebook page at www.facebook.com/HeinzKetchup.

SAFE HARBOR PROVISIONS FOR FORWARD-LOOKING STATEMENTS:

This press release and our other public pronouncements contain forward-looking statements within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are generally identified by the words “will,” “expects,” “anticipates,” “believes,” “estimates” or similar expressions and include our expectations as to future revenue growth, earnings, capital expenditures and other spending, dividend policy, and planned credit rating, as well as anticipated reductions in spending. These forward-looking statements reflect management’s view of future events and financial performance. These statements are subject to risks, uncertainties, assumptions and other important factors, many of which may be beyond Heinz’s control, and could cause actual results to differ materially from those expressed or implied in these forward-looking statements. Factors that could cause actual results to differ from such statements include, but are not limited to:

sales, earnings, and volume growth,
general economic, political, and industry conditions, including those that could impact consumer spending,
competitive conditions, which affect, among other things, customer preferences and the pricing of products, production, and energy costs,
competition from lower-priced private label brands,
increases in the cost and restrictions on the availability of raw materials, including agricultural commodities and packaging materials, the ability to increase product prices in response, and the impact on profitability,
the ability to identify and anticipate and respond through innovation to consumer trends,
the need for product recalls,
the ability to maintain favorable supplier and customer relationships, and the financial viability of those suppliers and customers,
currency valuations and devaluations and interest rate fluctuations,
changes in credit ratings, leverage, and economic conditions and the impact of these factors on the cost of borrowing and access to capital markets,
our ability to effectuate our strategy, which includes our continued evaluation of potential acquisition opportunities, including strategic acquisitions, joint ventures, divestitures and other initiatives, including our ability to identify, finance and complete these initiatives, and our ability to realize anticipated benefits from them,
the ability to successfully complete cost reduction programs and increase productivity,
the ability to effectively integrate acquired businesses,
new products, packaging innovations, and product mix,
the effectiveness of advertising, marketing, and promotional programs,
supply chain efficiency,
cash flow initiatives,
risks inherent in litigation, including tax litigation,
the ability to further penetrate and grow and the risk of doing business in international markets, economic or political instability in those markets, particularly in Venezuela, and the performance of business in hyperinflationary environments,
changes in estimates in critical accounting judgments and changes in laws and regulations, including tax laws,
the success of tax planning strategies,
the possibility of increased pension expense and contributions and other people-related costs,
the potential adverse impact of natural disasters, such as flooding and crop failures,
the ability to implement new information systems and potential disruptions due to failures in information technology systems,
with regard to dividends, dividends must be declared by the Board of Directors and will be subject to certain legal requirements being met at the time of declaration, as well as our Board’s view of our anticipated cash needs, and
other factors described in “Risk Factors” and “Cautionary Statement Relevant to Forward-Looking Information” in the Company’s Form 10-K for the fiscal year ended April 29, 2009.

The forward-looking statements are and will be based on management’s then current views and assumptions regarding future events and speak only as of their dates. The Company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise, except as required by the securities laws.

¹ One package of new Heinz Dip & Squeeze equals three, nine-gram ketchup packets.

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