(EMAILWIRE.COM, January 22, 2002 ) When adult taste buds talked, H.J. Heinz Company (NYSE: HNZ) listened! Today, Heinz officially launched Ketchup KICK'RS(TM), a line of flavored ketchup designed to feed adults' passion for bolder flavors and more excitement at mealtime. Offered in three varieties - Zesty Garlic, Hot & Spicy and Smokey Mesquite - Ketchup KICK'RS gives ordinary meals an extra kick of flavor and leaves flavor cravers salivating for more. Ketchup KICK'RS will be on supermarket shelves nationally beginning in February.

"With the introduction of Ketchup KICK'RS to our family of products, there's ketchup to excite everyone in the family meal after meal," said Brian Hansberry, vice president of Marketing, Ketchup, Condiments & Sauces, Heinz North America. "First, we gave kids colorful ketchup. Now, adults can satisfy their desire for more adventure at mealtime, too, with ketchup flavors that feed off of today's hottest culinary trends."

Tantalizing Tastes

"Our research indicated that adults have an unmet need for flavor and variety in everyday foods, and we responded," Hansberry continued. "The Ketchup KICK'RS flavors are based on the familiar flavor of Heinz Ketchup but, at the same time, appeal to today's consumers' insatiable appetite for the unexpected. Consumers are getting hooked on bold and spicy flavors from around the globe. Ketchup KICK'RS are an everyday way to feed that passion."

To enhance America's favorite condiment, Heinz found its inspiration in some of Americas' favorite flavors:

Zesty Garlic - A burst of savory garlic flavoring and a touch of herbs and spices combined with the thick, rich taste of Heinz Ketchup. This flavor is for the growing contingent of garlic lovers. They've discovered that garlic can add pizzazz to many meals, not just traditional Italian favorites.
Hot & Spicy - Heinz Ketchup gets a jolt from the product that invented hot and spicy over 130 years ago - TABASCO® brand pepper sauce. This hot item feeds the desire of adults who have a passion for the piquant taste of TABASCO® sauce when eating a variety of foods from eggs to pizza.
Smokey Mesquite - A stampede of mesquite-smoked flavoring and zesty seasonings is rustled up and added to Heinz Ketchup. This lip-smacking flavor ignites adult palates with the distinctive taste of the Southwest.
Ketchup KICK'RS makes it easy and appealing to add a tantalizing zing to traditional, everyday American favorites like hot dogs, hamburgers and French fries, but they also go beyond that to become a flavor enhancer, according to Hansberry.

"Today's busy, time-pressed consumers have discovered how other condiments, like the many varieties of mustard, mayonnaise, sauces and marinades available today, can quickly and easily change the personality of a dish from boring to bold," added Justin Lambeth, senior brand manager for Ketchup, Condiments & Sauces, Heinz North America. "Now, with Ketchup KICK'RS, ketchup has this versatility, too.

"Consumers want to experience everything life has to offer and want a tastebud-teasing experience when and where they want it," Lambeth said. "Using Ketchup KICK'RS is an easy way to keep up with a busy lifestyle and feed the passion for more flavor at the same time - whether consumers use it as a condiment or as an ingredient."

Consumers will find that Ketchup KICK'RS are ideal to unleash the flavor of food away from home - from picnicking to camping and tailgating. The easy-grip, go-anywhere plastic bottle is ready to spice up life anytime.

Ketchup KICK'RS: Bold - Inside and Out

It's not only the flavor of Ketchup KICK'RS that's bold. Just one look at the fun packaging lets consumers know they're in for a wild taste experience. From the ergonomic, easy-grip design to the cool graphics, the breakthrough packaging mirrors the flavor of Ketchup KICK'RS - bold and exciting. Each 19-ounce bottle will have a suggested retail price of $1.99.

Ketchup KICK'RS is the latest example of how Heinz creates excitement in the ketchup category by successfully mixing tradition and innovation, according to Hansberry. "Ketchup KICK'RS offers adults the same great ketchup adults loved as kids, but with an extra kick that satisfies their craving for exciting, eye-opening flavors."

Marketing Kick Slated

The introduction of Ketchup KICK'RS will be supported nationally with television and print advertising scheduled for May through August. Two national free-standing inserts (FSIs) with coupons are scheduled for the same time period.

During the summer months, Heinz will bring the ketchup with a kick directly to consumers in sampling activities slated for NASCAR races, minor league baseball events and campgrounds. To help encourage regular Heinz Ketchup lovers to add a kick to mealtime, peelable coupons for Ketchup KICK'RS will be on regular ketchup bottles. Other in-store marketing elements will also help build consumer awareness and encourage trial.

Heinz -The Innovator in the Ketchup Category

Heinz Ketchup KICK'RS is the latest example of how Heinz is pushing the innovation envelope in the Ketchup category. During the past few years, Heinz has introduced Blastin' Green and Funky Purple EZ Squirt for kids and placed a "trap cap" on all Heinz Ketchup bottles to keep the watery stuff in the bottle. And who could forget those humorous talking labels such as, "Are your French fries lonely?" Since 1998, Heinz has grown its share of the category from 45 percent to almost 60 percent today.

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 Heinzâ brand with nearly US$3 billion in annual sales. Among the company's famous brands are Heinz®, StarKist®, Ore-Ida®, 9-Lives®, Wattie's®, Plasmon®, Classico®, Smart Ones®, Bagel Bites®, Delimex®, Poppers®, John West®, Petit Navire®, Kibbles 'n Bits®, Pounce®, Pup-Peroni®, Orlando®, ABC®, Olivine®, Jufran® and Pudliszki®. Heinz also uses the famous brands Weight Watchers®, Boston Market®, TGIF® and Linda McCartney® under license. Information on Heinz is available at http://www.heinz.com.

The TABASCO® marks, bottle and label designs are registered trademarks and servicemarks exclusively of McIlhenny Co., Avery Island, LA 70513.

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Produced for H.J. Heinz Company

Contacts:

Heinz North America
Michael Mullen
412.237.3562
michael.mullen@hjheinz.com

Magnet Communications
Pattie Sullivan
412.456.4706
psullivan@magnetcom.com

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Contact Information:
H.J. Heinz Company
Joseph Nchor
Tel:
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