Heinz Gives Aunt Bessie's Greater Family Appeal

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Heinz Gives Aunt Bessie's Greater Family Appeal
        - New Family Members as Heinz Develops Frozen Potato Market -

    28 September 2000 -- Heinz is capitalising on the success of Aunt Bessie's
Crispy Roast Potatoes by further segmenting the frozen potato sector with the
launch of Aunt Bessie's Tidgy Roasties and Aunt Bessie's Bubble & Squeak.
    The extension of the Aunt Bessie's brand follows the success of Aunt
Bessie's Crispy Roast Potatoes, which champions the 6.6 million British pounds
sterling Heinz (23%) value share of the 28.1 million pounds potato market.*
    Chris Phillips, Marketing Controller, Heinz Potatoes said: "Aunt Bessie
has already provided the interest and momentum that the market needs.  Now we
can take the brand further, segment the market to maximise future growth, and
build for the future.  This dual launch will inspire even greater incremental
growth."

    Kids Get Their Own Roasting
    Aunt Bessie's Tidgy Roasties offers a fun version of the highly successful
Aunt Bessie's Crispy Roast Potatoes.  Bite-size nuggets of real potato with
crispy outer and fluffy potato inner offer good, staple food in a convenient,
easy cook format.  Aunt Bessie's Tidgy Roasties satisfies all the key consumer
requirements -- convenience, format and fun -- that the fast growing kids'
sector needs.
    Phillips said: "Don't be fooled by the name!  Tidgy Roasties are
definitely not small potatoes -- they will transform interest at the freezer
cabinet."
    Frozen potatoes currently account for nearly 90% of all potatoes consumed
by children aged 0-16.**  With brand awareness already at 88%, extending Aunt
Bessie's with new product offerings will further increase its market share and
drive category growth.

    Aunt Bessie Revitalises a Great British Family Favourite
    Aunt Bessie's Bubble & Squeak is made with real mashed potato, cabbage and
spring greens, offering a traditional "homemade" recipe in a convenient frozen
format that provides an ideal main meal accompaniment for all the family.
    Phillips said: "Aunt Bessie's Bubble & Squeak is the perfect solution for
consumers who miss the warmth and taste of traditional favourites, but who do
not have the time to create the recipes themselves.  Bubble & Squeak is ideal
as an accompaniment to all types of meals, so we have made it more accessible.
This in turn will encourage a new generation to eat it more often."

    Heinz predicts that sales of Aunt Bessie's Tidgy Roasties and Bubble &
Squeak should reach combined sales of around 8 million pounds at MRRP within
the first 12 months - making them an ideal range complement to Aunt Bessie's
Crispy Roast Potatoes.

    Editor's Note
    Aunt Bessie's Tidgy Roasties carries an MRRP of 99p for a 454g pack.
    Aunt Bessie's Bubble & Squeak carries an MRRP of 1.49 pounds for a 550g
pack of 10 individual portions.

    Source:
    *  TBC
    ** [TNS FFP Jun-Nov 99].


    Issued on behalf of:      For further information:
    H J Heinz                 Christian Cull - 0171 298 6514 or
    6 Roundwood Avenue        Angharad Powell - 0171 298 6508
    Stockley Park             Heinz Press Office
    Uxbridge UB11 1HZ
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 - 0171
298 6514 or Angharad Powell - 0171 298 6508