Morris IV Purrpares For Stardom!

		HEINZ PET PRODUCTS Morris IV Makes His Debut -- Morris IV pawses to get his picture taken during his first photo shoot. The feline icon makes his public debut on May 9th during National Pet Week. (PRNewsFoto)[NY] NEWPORT, KY USA

The Latest 9 Lives(TM) Spokescat Makes His Public Debut NEWPORT, Ken., May 9 /PRNewswire/ -- The distinguished torch of finickiness changes paws today, as 9 Lives announces a new Morris: Morris IV. Morris IV will make his "purrsonal" debut in New York today as the new spokescat for 9 Lives cat food-carrying on a 32-year tradition of charm, style, finickiness and wit. The torch has been passed on to three male orange tabby felines over the years and now passes on to a fourth as Morris III "pawses" in Chicago to take a break from the Hollywood spotlight and give another shelter cat the same opportunity he had. (Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20000509/CGTU012 ) "As Morris IV starts his new life as the 9 Lives spokescat, he will embark on new and exciting adventures while continuing to uphold the impeccable taste associated with Morris the 9 Lives Cat," said Eric Minor, Brand Manager of 9 Lives. Morris IV - - Off and Running ... Although he has some big paws to fill as the new feline icon, Morris IV has big plans for his reign as the world's most favorable feline. He will begin his busy year with two key initiatives. Morris IV will carry on the icon's philanthro-pet activities by donating $10,000 to The American Society for the Prevention of Cruelty to Animals (ASPCA) in New York for National Adopt a Shelter Cat Month in June. Morris Mania In addition to his public debut and ASPCA donation, Morris IV will also be announcing his consumer rewards program, "Morris Mania." Consumers can collect "Morris Marks" from specialty marked cans of 9 Lives and redeem them for product coupons and/or Morris merchandise. The Morris merchandise mini catalog will be downloadable in May, via Morris' Web site at http://www.MorrisTheCat.com. Shape Up for Summer With Morris In June, Morris IV will introduce a new 9 Lives cat food and will announce his new feline fitness program, which will focus on the importance of cat health and exercise, one of the most pressing issues in feline care today. Morris Teams Up With A New Friend and Handler Morris IV has a rags-to-riches story similar to those of Morris I, II and III. Discovered in a shelter in Southern California, Morris IV will now live with his new friend and handler, Rose Ordile outside of Los Angeles. "I started looking for Morris IV at the end of 1999. After a nationwide search through hundreds of shelters, I spotted Morris IV and knew he was a "purrfect" fit for 9 Lives," Ordile explained. "His animal magnetism and finicky demeanor won him the role. Keep your eyes peeled for the new Morris as I join him on many exciting adventures in the months to come!" Heinz Pet Products, based in Newport, Kentucky, is the second largest producer of pet food in the United States, offering a balanced family of products including 9-Lives, Pounce, Kibbles 'n Bits, Gravy Train and Snausages. The company's Web site can be found at http://www.heinzpet.com. Heinz Pet Products is an affiliate of the H.J. Heinz Company.