Heinz Ketchup

Now Made With PlantBottle Packaging

March 16, 2011

Agenda
Why Heinz Ketchup is the #1 brand for consumers and operators Introducing PlantBottle Packaging What is PlantBottle Packaging? Why is PlantBottle important to you?

20 oz PlantBottle Launch Details

Heinz PlantBottle Marketing Activation

How can you be part of the buzz?

Next Steps
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Consumers and Operators Choose Heinz Ketchup as the #1 brand of ketchup

Consumers
Consumers choose Heinz its preferred 8 to 1 over the nearest competitor1
Because of Taste and Consistency

Operators
Operators #1 choice also is Heinz its preferred 10 to 1 over the nearest competitor
Because it Delivers on Customers Expectations 5 times more consumers agree that serving Heinz Ketchup improves their eating experience2

Satisfaction:

Halo Effect:
1 Decisions Insight Tabletop Ketchup Study, July 2008

7 times more consumers agree that serving Heinz Ketchup gives them a better impression of the restaurant2

Consumers and Operators choose Heinz Ketchup also because of the value and innovation it delivers:

1876

1968

1983

2001

2010

NEW!

2011

Classic American icon is born

Heinz introduces ketchup on the go-go

Heinz introduces 1st plastic ketchup bottle

Heinz turns plastic design on its head

2 Source: Datassentials Foodservice Ketchup, Condiments and Sauces Market Sizing, August 2010 Decision Insights, Heinz A la carte Study, Jan 2009 among past month casual dining consumers

Heinz introduces only Heinz introduces plastic dual-function package ketchup bottle made from PlantBottle material 3

Introducing PlantBottle Packaging

Heinz announced a strategic partnership with Coca-Cola that will enable ketchup bottles to be produced using Coke's PlantBottleTM packaging. Heinzs adoption of the PlantBottle technology will be the biggest change to our iconic ketchup bottles since we first introduced plastic in 1983. The partnership is an industry-first, and one that both companies hope that others will follow to transform how food and beverages are packaged around the world. The introduction of PlantBottle is another important step in Heinzs global sustainability initiative to reduce greenhouse gas emissions, solid waste, water consumption and energy usage at least 20% by 2015.
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What is PlantBottle Packaging?

Up to 30% Plant Based Resulting Material is PET Plastic
Same resin suppliers, same bottle conversion, same quality

Recyclable in community recycling programs today Reduces dependence on petroleum & lowers environmental impact

There is no impact to package quality, function, or product

Heinz is introducing this technology at no additional cost to customers

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Why is PlantBottle Important to You?

Insight: 78% of consumers would visit a socially responsible restaurant more often, pay more or both1

Consumers are becoming more aware and concerned with sustainability

Ranked topics of concern

The package change improves consumers perceptions of Heinz and is seen as a way to help people do their part2
It is good to know that Heinz cares about the environment. That is what the bottle shows me.

I appreciate the effort made to address environmental concerns.

Consumers want to support operators that are consciously participating in sustainable activities With sustainability laws/regulations increasing around the country, operators need sustainable options

1 Technomic Foodservice Planning Program,The Impact of Social Consciousness and the Responsibility on Foodservice, June 2008 2 Ketchup Plant Bottle Communispace activity I note November 2010

Opportunity: Leverage Heinz PlantBottle with your patrons

20 oz PlantBottle Launch Details

Launch Timing: June 2011 New limited edition Talking front label promotes change to bottle Back label will feature a Quick Response code that consumers can scan with their smart phones and connects to a website to learn more about PlantBottle

Front Label

Back Label

Consumers without smart phones have the option to text for website
Note: Labels Not Final
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Shipping June through October

Heinz PlantBottle Marketing Activation

Heinz is launching a 360o marketing campaign to engage consumers and operators

Trade Advertising
June Sept (tbd)

Consumer Promotion
June - Oct

Promotional Labels
June - Oct

Design Not Final Subject To Change Design Not Final Subject To Change

Social Media
June

In Restaurant Activation
June Oct Coasters, Table tents, Placemats

Design Not Final Subject To Change

How can you be part of the buzz?

Heinz is providing operator promotion tools to:
Help you talk about sustainability in your operations Bring PlantBottle to life in your operations Engage patrons at and away from your restaurants Drive traffic into your restaurants Leverage Heinz consumer promotion from June to October to drive engagement

Tools will be simple and easy to implement for operators Online

Content for operator websites and Facebook pages

In Restaurant
Table tents, placemats, coasters

Final information on tools coming in April

Next Steps
For additional information about PlantBottle, visit www.heinzketchup.com or contact your Heinz Sales Representative Work with your Heinz Sales Representative to develop a promotion plan that fits your sustainability story utilizing the operator promotion tools All promotion tools will be available for execution beginning in May.

If you have additional ideas on how you would like to tell your sustainability story, please let us know so we can help you execute it.

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