H.J. Heinz Company (ticker: HNZ, exchange: New York Stock Exchange (.N))
News Release -
Heinz Says ``Bottoms Up'' to Consumers With New Easy Squeeze Container; No More ``Anticipation'' For Consumers Awaiting the Next Innovation From the King of KetchupPITTSBURGH, May 22, 2002 (BUSINESS WIRE) -- Heinz, the company that extolled
the virtues of ``anticipation,'' is now offering consumers instant
gratification. The world's number one brand of ketchup today gave a "heads up"
about its "heads down" innovation - Heinz Easy Squeeze, the new, upside-down
squeezable container offers consumers quicker, easier and neater access to their
"Heinz first announced Easy Squeeze Ketchup to its retail customers on April 22
in anticipation of a general public announcement later this month," said Casey
Keller, Managing Director of Ketchup, Condiments & Sauces at Heinz. "We remain
on schedule to introduce Heinz Easy Squeeze this summer and are confident that
consumers will be delighted when the thickest, richest and best-tasting ketchup
- Heinz - arrives on the shelves in this exciting new package."
Heinz Easy Squeeze is an ergonomically designed bottle that gives consumers
greater control over America's best-selling ketchup through its stay-clean cap
featuring a patented silicone valve that directs ketchup only where they want it
"Our `No Wait ... No Mess'(TM), easy-dispensing bottle means America's favorite
thick and rich ketchup comes out more quickly than ever," added Keller. "Now the
only `anticipation' for consumers will be waiting for the new package to hit
The new, clear plastic bottle will begin shipping in July in two sizes -
20-ounce and 32-ounce packages.
Keller noted that Heinz Easy Squeeze is the latest in a line of breakthrough
ideas by Heinz that has transformed the ketchup, condiments & sauces category.
Most recent innovations include Heinz Easy Squirt(R) kids condiment and Heinz
Kick'rs(R) flavored ketchups, which arrived on store shelves earlier in May.
"These innovations have driven category growth while increasing Heinz's ketchup
sales approximately 7 percent annually over the past two years, giving the brand
a record 60 percent market share," said Keller. "It's obvious that innovation is
the name of the game in this category and Heinz is the name in innovation."
The company noted that a smaller brand today announced a similar packaging
concept in an apparent attempt to play ``ketch-up.''
Keller also stated that more is on the way from Heinz this summer. "Heinz Easy
Squeeze is just one of many ideas coming down the pipeline at Heinz," he said.
"Look for more excitement in the coming months."
ABOUT HEINZ: With sales approaching US$10 billion and a pantheon of icon brands,
H.J. Heinz Company is one of the world's leading marketers of high-quality
ketchup, sauces, meals, soups, snacks and infant foods to consumers everywhere,
whether in supermarkets, restaurants or on the go. Its 50 companies operate in
some 200 countries, with more than 20 power brands, including the Heinz(R) brand
with nearly US$3 billion in annual sales. Among the company's famous brands are
Heinz(R), StarKist(R), Ore-Ida(R), 9-Lives(R), Wattie's(R), Plasmon(R),
Classico(R), Smart Ones(R), Bagel Bites(R), Delimex(R), Poppers(R), John
West(R), Petit Navire(R), Kibbles`n Bits(R), Pounce(R), Pup-Peroni(R),
Orlando(R), ABC(R), Olivine(R), Jufran(R) and Pudliszki(R). Heinz also uses the
famous brands Weight Watchers(R), Boston Market(R), TGIF(R) and Linda
McCartney(R) under license. Information on Heinz is available at
Note: A Photo is available at URL:
CONTACT: Heinz North America
Robin W. Teets, 412/237-3562 or 412/237-5465
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