The 57 Varieties

Heinz's top ten businesses around the world account for nearly 90 percent of Heinz sales. They include: foodservice, sauces & tomato products, baby food, tuna, pet food, frozen potatoes & vegetables, frozen meals & desserts, soup, beans & pasta, and Weight Watchers meetings.

One of North America's Top Foodservice Companies

In foodservice, Heinz records $1.5 billion or nearly one-fifth of its annual sales to restaurants, diners, cafeterias and other away-from-home eating places. Heinz enhanced this thriving business by its recent purchase of Chef Francisco frozen soups and the Moore's and Domani brands of frozen onion rings, vegetables and pastas. Heinz's Portion Pac unit is the number-one producer of single-serve pouches filled with condiments, jellies, sweeteners, dressings and syrups.

World's Largest Buyer of Tomatoes

Known universally for its thick, rich ketchup, Heinz is the world's largest tomato processor. After more than a century on U.S. supermarket shelves, Heinz ketchup is still gaining on its more than 50 percent market share. In fact, Heinz ketchup is found in the kitchens of 47 million U.S. households. It also is a popular condiment for the foodservice trade, appearing on restaurant tables in North America and abroad. In addition to ketchup, Heinz is celebrated for a multitude of other sauces and condiments. These are offered even by affiliates in such far-flung locales as Thailand and Zimbabwe.

Heinz Products and Brands
with More Than
$100 Million
in Sales

9-Lives canned cat food (U.S.)

The Budget Gourmet frozen entrees (U.S.)

Heinz baby food (U.S.)

Heinz beans (U.K.)

Heinz ketchup (Central Europe)

Heinz ketchup (U.S. foodservice)

Heinz ketchup (U.S. grocery)

Heinz single-serve condiments (U.S.)

Heinz soups (U.K.)

Heinz soups (U.S. foodservice)

Kibbles'n Bits dry dog food (U.S.)

Ore-Ida frozen potatoes (U.S. foodservice)

Ore-Ida frozen potatoes (U.S. retail)

Plasmon biscuits (Italy)

Plasmon strained baby food (Italy)

Private Label soups (U.S.)

Star-Kist light meat tuna (U.S.)

Star-Kist white meat tuna (U.S.)

Tegel chicken (New Zealand)

Wattie's food products (New Zealand)

Weight Watchers frozen entrees (U.S.)

Weight Watchers meetings (U.S.)

International Leader in Infant Nutrition

Heinz records nearly $1 billion in annual sales of jarred baby foods, cereals, formulas, juices and biscuits. In Italy, Canada, Australia and New Zealand, Heinz enjoys about 90 percent of the jarred baby food business. Heinz's total market share in the U.K. surpasses 60 percent. There the company purchased the Farley's brand, a powerful international baby food range. The company's reach extended recently to India, with the purchase of Glacto and Farex baby foods plus a variety of adult nutritional drinks. In 1995 Heinz built a baby food plant in Russia and expanded its infant feeding business in Hungary and the Czech Republic.

Nearly $1 Billion in Pet Food Sales

Pet food is an important part of the Heinz product mix. With sales approaching $1 billion, Heinz Pet Products offers a broad range of cat and dog foods and treats. The recent acquisition of Quaker's Pet Foods division added some of America's best-loved brand names to the Heinz stable. Heinz's 9-Lives canned cat food (with the leading market share) has long been a flagship brand. Other popular lines are: AmorÚ canned cat food, Reward and Skippy canned dog food and Meaty Bone and Jerky Treats pet snacks. Added with the Quaker acquisition were: Kibbles'n Bits and Gravy Train dry dog food; Cycle canned and dry dog food; and Ken-L Ration canned dog food. Heinz Pet Products also holds a solid position in pet treats, marketing such items as Jerky Treats, Meaty Bone, Pounce, Snausages and Pup-Peroni.

A Major Diversified Frozen Food Company

With Ore-Ida, Heinz has a powerful name in the frozen food and potato business. Ore-Ida enjoys a 65 percent dollar share of the value-added retail potato market and, since 1990, has been responsible for nearly all of the growth in the frozen potato category. In addition to all forms of potatoes, including popular Tater Tots^TM, Ore-Ida sells a host of frozen pastas, snacks, and vegetables to both grocers and restaurateurs. Among the best known names are Rosetto and Domani pastas and Bagel Bites snacks.

Tops in Tuna

Television pitchman Charlie the Tuna long ago propelled the Star-Kist brand into the number-one market position, with a 45 percent share. Besides its U.S. seafood business, Heinz operates canneries in the Pacific and Indian Oceans, in Africa, and in Europe, where it sells the famous Marie Elisabeth sardines and Petit Navire canned fish.

Counting Calories

Weight Watchers is the gold standard for weight loss in the U.S. and elsewhere. Each week, more than one million people attend Weight Watchers meetings. Heinz also publishes Weight Watchers Magazine and best-selling cookbooks.

Heinz markets an array of Weight Watchers brand food products in the U.S., Europe and Australia. In 1994, Heinz purchased The Budget Gourmet brand of frozen meals to complement its range of Weight Watchers brand frozen entrees and desserts in the United States.

Geographic Expansion

Throughout its history, Heinz has succeeded with geographic forays into emerging markets. In 1992, Heinz made its biggest-ever overseas acquisition when it bought Wattie's Limited, New Zealand's largest food company and an important supplier to countries located along the Pacific Rim. Wattie's joined Heinz's other profitable Asian affiliates, which are located in Japan, the People's Republic of China, Australia, Thailand and South Korea. Heinz's annual sales in the region soon will top $1 billion.

In mid-1995, Heinz purchased Glaxo's Family Products Division in India, its first venture on the subcontinent. This new affiliate sells nutritional drinks and infant feeding products.

Heinz also opened a plant in Russia in 1995 and expanded its operations in the Czech Republic and Hungary. Total Heinz sales in Eastern Europe are expected to reach $100 million.

These operations, combined with Heinz affiliates in Africa, Latin America and Europe, give Heinz a sweeping international reach. Currently, offshore sales account for 43 percent of Heinz's $8.1 billion in annual sales.

Attention to Strategy, Cost, Quality

Heinz maintains one of the best balanced portfolios „ in terms of geography and product mix „ in the food industry. At least 22 of the company's products and brands record more than $100 million each in annual sales. What's more, products with the number-one share position in their respective markets generate approximately 58 percent of company sales.

This strategy, which strives always for superior return to Heinz shareholders, is reflected in the company's acquisition and divestiture activities. During the past four years, Heinz has repositioned its portfolio through a series of acquisitions and divestitures that has resulted in a net investment of approximately $1.6 billion.

Being the low-cost operator has long been a Heinz tradition. To enhance efficiency and reduce production costs, Heinz has invested $1.4 billion in capital projects since the beginning of Fiscal 1992. The company's oldest factory in Pittsburgh recently was revitalized with a $110-million upgrade. Its Bloomsburg, Pennsylvania pet food factory is the world's largest and by far most efficient. Since 1991, factory employees there have bolstered productivity by 400 percent. Similar first-class plants exist in Kitt Green, England (which supplies much of Europe) and Latina, Italy (the world's largest baby food factory).

Superior Return

Committed to rewarding the loyalty of its shareholders, Heinz will continue to provide superior returns thanks to its emphasis on product quality and low-cost operations.

With its diversified portfolio of internationally renowned brands, its strong balance sheet and its aggressive, goal-oriented management, H. J. Heinz Company is well positioned for continued growth.

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