Heinz `Can' Do It Again! - The UK's most trusted brand leaps into the canned tomato market broadening choice further -

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Heinz `Can' Do It Again! - The UK's most trusted brand leaps into the canned tomato market broadening choice further -

    24 October 2000 -- Heinz has launched a new range of basic tomato products
working in conjunction with Italian based company La Doria and their UK
company LDH (La Doria) Ltd.
    The launch of the new range includes chopped tomatoes, passata and tomato
paste, and is set to increase the UK canned tomato market by 9% by adding
6 million British pounds sterling to sales.
    Investing 250,000 pounds Heinz will operate as a major player adding value
and quality to a market currently dominated by own label.
    Sharon Ellis, Heinz Category Manager, Tomato Ketchup and Hot Condiments
said: "We've got a good strong range and trusted name that consumers will buy
into quickly.  The strength of the Heinz brand will add the value that the
market is crying out for.  We're taking a category view.  Retailers recognise
that if any growth is going to come then it needs Heinz to do it."
    Heinz research has identified that basic tomato products are a major
expansion opportunity for the brand across Europe.
    Ellis said: "Heinz will be the only brand to offer such a broad range of
quality products in this sector.  Pack design is consistent throughout the
range and helps to communicate simplicity, freshness and convey the strong
Heinz identity."
    Heinz is launching the new canned tomato products in conjunction with La
Doria Ltd who will manufacture part of the new range and distribute in the UK
(via) their UK company LDH (La Doria) Ltd.  Heinz will take responsibility for
the marketing of the new range, including a major press advertising programme
from January 2001.

    EDITORS' NOTE:

    The diverse range of tomato products consists of:

    Product                               Weight         MRRP

    Whole peeled tomatoes                 440g           37p
    Chopped tomatoes                      400g           39p
    Chopped tomatoes with herbs           400g           42p
    Chopped tomatoes with garlic          400g           42p
    Chopped tomatoes with onion/mushroom  400g           42p
    Tomato Passata                        500g           59p
    Tomato Paste Concentrate              135g           49p
    Chunky Tomatoes                       450g           69p
    Tomato Frito                          300g/560g      59p/95p

    For further information, please contact
    Heinz Press Office
    Christian Cull/Angharad Powell/Claire Willis-McNeilly
    0207 298 6514/0207 298 6508/0207 298 65 05

SOURCE H. J. Heinz Company

http://www.heinz.com
Company News On-Call:

http://www.prnewswire.com/comp/575757.html or fax,
800-758-5804, ext. 575757
CONTACT:
Heinz Press Office: Christian Cull, 0207 298
6514, Angharad Powell, 0207 298 6508, Claire Willis-McNeilly,
0207 298 65 05