(EMAILWIRE.COM, May 03, 2001 ) Heinz North America today introduced Jack Daniel's Grilling Sauce, a new line of premium grilling sauces that are expected to transform the average backyard barbecue into a total grilling experience. Unlike traditional barbecue sauces, the new line of grilling sauces can be used as a marinade, basting sauce or dipping sauce, all while leveraging the reputation and high-quality craftsmanship which has made Jack Daniel's® Tennessee Whiskey famous.

"Consumers will be able to experience the quality and heritage of Jack Daniel's in each flavor of our Jack Daniel's Grilling Sauce," said Brian Hansberry, vice president of marketing for Heinz North America. "With household grilling on the rise and ready-made marinade use increasing, this is a perfect time to introduce our unique line of sauces."

Jack Daniel's Grilling Sauce will come in three 16-ounce varieties:

Original No. 7 Barbecue RecipeTM, like its namesake, is destined to become a classic. Sweet and spicy with a tomato flavor that is slow cooked to perfection, it delivers a mellow, yet full-bodied flavor;
Sizzling Smokehouse BlendTM, a robust fusion of onions and spices that imparts a delectable, fiery smokehouse flavor to foods; and
Tennessee Hickory MesquiteTM, a tangy, succulent sauce that carefully combines premium vinegars and spices with genuine hickory and mesquite flavorings.
All three sauces share one special ingredient - a proprietary special flavoring blend made with Genuine Jack Daniel's Tennessee Whiskey. Each of the flavors is non-alcoholic as all alcohol is cooked off when the sauces are made leaving only the rich essence of Jack Daniel's behind. The suggested retail price for each flavor is $2.49, and the sauces are expected to be available to consumers nationwide in May.

Heinz North America will produce and market Jack Daniel's Grilling Sauce under a long-term licensing agreement with Jack Daniel's, the maker of the world famous Jack Daniel's Tennessee Whiskey. The new line of sauces has a unique flavor profile distinct from other restaurant sauces and will be produced in Fremont, Ohio.

"Heinz and Jack Daniel's have teamed up to create grilling sauces that are perfect in the kitchen or out on the grill," Hansberry said. "We believe this new line will transform the traditional barbecue sauce category and really add spice to backyard grilling."

Heinz expects a strong consumer acceptance when the product is available nationwide. Consumers who tested Jack Daniel's Grilling Sauce gave the product high marks for flavor, spiciness, sweetness and thickness.

"Based on the consumer preference for our grilling sauces, we're confident that Jack Daniel's Grilling Sauce will add new flavor to the grilling sauce category," said Beth Stutzman, associate brand manager for Heinz North America. "Consumers now put a wide variety of foods on the grill. The versatility of Jack Daniel's Grilling Sauce will enhance the flavor of anything you choose to grill, no matter which variety you use."

Heinz will promote the national launch of Jack Daniel's Grilling Sauce with an extensive marketing campaign including:

A national print advertising campaign beginning in June in several top publications, such as ESPN The Magazine, Better Homes and Gardens and Bon Appétit;
A mobile marketing tour with sampling opportunities to approximately 15 markets throughout the nation beginning in May;
A national consumer contest titled "The Jack Daniel's Grilling Sauce Ultimate Grilling Experience" scheduled to begin May 15; and
A national free-standing insert (FSI) scheduled to appear on May 13.
ABOUT JACK DANIEL'S GRILLING SAUCE: The Jack Daniel's trademark is used under license from Jack Daniel's Properties, Inc., a wholly owned subsidiary of Brown-Forman Corporation. Jack Daniel's Grilling Sauce is the newest condiment introduction to the Heinz North America family, an affiliate of the H.J. Heinz Company (NYSE: HNZ). Available in three bold and hearty flavors, including Original No. 7 Barbecue Recipe, Sizzling Smokehouse Blend and Tennessee Hickory Mesquite, Jack Daniel's Grilling Sauce will be available nationwide by May.

ABOUT JACK DANIEL'S TENNESSEE WHISKEY: Officially registered by the government in 1866, the Jack Daniel Distillery is the oldest registered distillery in the United States and is in the National Register of Historic Places. Based in Lynchburg (pop. 361), Tennessee, the Jack Daniel Distillery is the maker of the world-famous Jack Daniel's Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel's Single Barrel Tennessee Whiskey and Jack Daniel's Country Cocktails. Information available at www.jackdaniels.com.

ABOUT HEINZ: With sales over US$9 billion, H.J. Heinz Company is one of the world's leading marketers of branded 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® brand with nearly US$3 billion in annual sales. In addition to the Heinz brand, other famous brands within the company include: StarKist®, Ore-Ida®, 9-Lives®, Wattie's®, Plasmon®, Farley's®, Smart Ones®, Bagel Bites®, John West®, Petit Navire®, Kibbles 'n Bits®, Pounce®, Pup-Peroni®, Orlando®, ABC®, Olivine®, Juran® and Pudliszki®. Heinz also uses the famous brands Weight Watchers®, Boston Market® and Linda McCartney Frozen Meals® under license. Information on Heinz is available at www.heinz.com.

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Produced for H.J. Heinz Company

Contacts:

Michael Mullen
Heinz North America
(412) 237-3562
michael.mullen@starkist.com

Ned Schano
Ketchum
(412) 456-3878
ned.schano@ketchum.com

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