Heinz North America, an affiliate of the H.J. Heinz Company (NYSE:HNZ), launches its new consumer Web site, www.heinzflavor.com, today. For the first time, Heinz has opened the book on its exclusive recipe collection and is now offering it online. The site focuses on America's favorite recipes, demonstrating how the addition of an essential ingredient or two can raise the flavor profile of a meal. Meatloaf, for example, can be more savory with the addition of Heinz 57 Sauce, or spicier with the addition of Heinz ketchup, but the core recipes remain basically the same. More than 300 recipes are available with multiple categories from which to choose.

Heinzflavor.com is a key element of the new Heinz Adds Flavor(TM) Portfolio program and offers personalized cooking tips and recipe makeover ideas for everyday meals addressing every family's flavor moods.

The main page has an ever-changing seasonal focus and is the launching point for the site. From the home page, hungry consumers can link to Flavor Central. Clicking through Flavor Central provides several easy ways to find flavorful recipes. Surfers can search using a number of criteria -- meal category, ingredients, preparation time and flavor sensation. By answering a few simple questions, consumers receive recipes and nutrition information that match their taste preferences and meal needs. After a few more clicks, both the recipe and a shopping list will be waiting on the printer. Clicking on the America's Favorites link provides exciting new twists on America's 10 top meals and side dishes. Heinz has taken the dishes that many Americans eat most often and has notched up the flavor using Heinz Adds Flavor(TM) Portfolio products to make it easy to avoid the dinner rut that sometimes comes from serving familiar dishes regularly.

Other features of the site include the fun, kid-centric Heinzsteins'(TM) pages; the ability to create and visit a personalized online recipe box; and information about Heinz products and their history. With simple links and navigation, this interactive site is easy to surf and utilize.

The Season's Best...

The site launches with a seasonal theme. Also a link, this part of the site explains what is best at the market and presents recipe and entertaining ideas and articles revolving around each season's bounty and how to utilize it with the most dazzling results. Available from this part of the site and throughout the site, the Your Recipe Box feature lets consumers save their preferences and favorite recipes in an online recipe box. One special feature of this site is the ability to add comments to the recipes being saved in the recipe box and to email those selections to family and friends directly from the recipe box.

Heinzsteins'(TM)...

Mealtime can sometimes be difficult for busy families, and kids spend a great deal of time online. Hannah and Luke Heinzstein, the clever chef/scientists on the Heinzsteins'(TM) pages, provide a chance to involve kids in dinner planning. Because kids are participating in mealtime, often preparing the meals, the Heinzsteins provide simple kid-tested recipes. Kids can also learn about ketchup use around the world, EZ Squirt, ketchup fun facts and participate in interactive polls.

``Heinz products such as ketchup, broths, sauces, gravies and even vinegar are the secret to enhanced flavor in many meals,'' said Brian Hansberry, vice president of marketing for Heinz North America's Ketchup, Condiments and Sauces business unit. ``Our research shows that people feel differently about flavor on different days. One day, they may want something spicy; on another day, they may crave a sweeter, saucier dish. This Web site helps people discover recipes that add the flavor of their choice to everyday meals and gathers our flavor-makers into one resource for the home cook.''

The Heinz Adds Flavor(TM) Portfolio includes Heinz tomato ketchup, Heinz Gravy, College Inn broths, Heinz White Vinegar, Heinz Apple Cider Vinegar, Heinz Gourmet Wine Vinegar, Heinz 57 Sauce, Heinz Chili Sauce and Heinz Worcestershire Sauce.

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 $3 billion in annual sales. Among the company's famous brands are Heinz, StarKist, Ore-Ida, 9-Lives, Weight Watchers, Wattie's, Plasmon, Boston Market, Farley's, Smart Ones, Linda McCartney, Bagel Bites, John West, Petit Navire, Kibbles `n Bits, Pounce, Pup-Peroni, Orlando, ABC, Olivine, Juran and Pudliszki. Information on Heinz is available at http://www.heinz.com.