1. Packaging’s contribution to our sales growth Richard Heath Process & Packaging Development Manager Food and Drink Innovation Network seminar 16 th June 2011

2. Heinz, since 1869…. 1869 in Pittsburgh founded by Henry J. Heinz  Packaging was key at the beginning – Horseradish in clear glass jars to show that the product was pure Today:  $10.5B Sales and top 10 global player in Food  33,000 employees worldwide  76 production sites globally  Three value added Categories: Ketchup & Sauces / Convenience Meals / Infant Nutrition  650 million bottles of the iconic Ketchup sold every year  Market leader with brands in more than 50 global markets Page 1

3. Top 15 Brands Page 2 2 Approximately 70% of Sales

4. As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company. Our Mission Page 3

5. Innovation and Growth – a new vision for Innovation within Heinz Europe Our vision is for a new innovation culture at Heinz that delivers a balanced pipeline: a stream of product improvements and line extensions that create consumer and customer noticeable differences; value engineering to keep us competitive in the market; and a small number of big and meaningful innovations that we drive and support across the region Page 4

6. ‘Must Win’ Encounters Mastering the 4 ‘Must Win’ encounters is key to successful New Product Development: 1.At the Buyers Desk 2.On the shelf 3.The package journey: Shelf  End of life 4.The taste experience Packaging plays a crucial role in the first three encounters and has been a major contributor to increasing our sales from NPD The taste experience is the key to repeat sales Page 5

7. Page 6 Recent successes…. Snap Pots Convenient microwaveable plastic pots – 4 x 200g Portion control helps reduce food waste 35% to 55% lighter than cans Reduced Salt & Sugar Beanz added to original Beanz and Hoops packs

8. Recent successes…. Page 7 Farmers’ Market Soups New range to meet Goodness / Healthy trend Used cans in line with core Soups ranges but modified to ensure shelf stand out –515g –Taller can

9. Taste Of Home Soups New range of ‘meal’ soups Heat and eat packaging – Microwaveable plastic pot – Heat resistant label Recently rebranded as part of the Big Soups range plus SRP redesign to improve shelf stand out Recent successes…. Page 8

10. Amoy Stir Fry Sauces Packaging lightweighting – cartonboard sleeve removed Contemporary design to enhance premium positioning Logistics benefits Page 9 Recent successes….

11. Page 10 Recent successes…. PET Sauces Bottles Clear glossy material to reinforce premium positioning Bottle weights reduced by up to 16% Recyclable with PET drinks bottles Plus more Top Down Sauce Bottles HP BBQ Sauces

12. Fridge Pack Beanz Convenient 1kg resealable plastic bottle Can be stored in the fridge for 5 days after opening Portion control, with level markings, to help reduce food waste 48% lighter than cans Recent successes…. Page 11

13. Which trends are these innovations addressing? Product Trends Packaging format used to highlight new products and ensure stand out on shelf Packaging Convenience Microwaveability Portion control / Waste reduction Sustainability – becoming expected Page 12

14. Trends Page 13 New Product ConvenienceMicrowaveablePortion Control Sustainability Snap Pots √√√√ Farmers’ Market Soups √ Taste Of Home Soups √√√ Amoy Stir Fry Sauces √ PET Sauces Bottles √ Fridge Pack √√√

15. V = Σ b 1 ….... b n P The Value Equation Page 14 V = Value b = Benefit P = Price

16. Page 15 What’s Next ? Range extensions in new formats? New sizes for portion control? New formats? Our next round of innovations will be in a store near you this summer

17. Page 16 Thank You For Listening