Citing their successful partnership during the company's Winter X Games promotion, today Heinz Frozen Food Company announced their Bagel Bites brand will expand its relationship with skateboarder Tony Hawk, making him the spokesperson for the popular bite- sized frozen pizza snacks.

Considered the world's premier skateboarder and alternative sports icon, Hawk, 32, will appear in national television and radio advertising for the Bagel Bites brand. In addition, the Bagel Bites logo will be placed on Hawk's skateboard and helmet during performances.

"Tony Hawk's popularity among younger demographics makes him the perfect fit to deliver Heinz' message that Bagel Bites are a fun alternative to traditional snack foods," said Neil Harrison, president and chief executive officer of Heinz Frozen Food Company. "Our partnership with Tony reaffirms our commitment to making Bagel Bites the tween snack food of choice."

Hawk also will participate in public relations and marketing activities for the brand including local and national media interviews, personal appearances, Internet sessions and in-store marketing materials.

In January, Hawk was the focus of a national radio tour promoting Bagel Bites' sponsorship of the Winter X Games, presented by ESPN. During the 13-week period following the Winter X Games, Heinz saw a 26 percent consumption increase for its Bagel Bites brand, said Richard Yoder, senior product manager, Bagel Bites.

"Because Bagel Bites had a terrific run with Tony Hawk earlier this year, we naturally wanted to extend our relationship with him," said Yoder. "Tony brings enhanced credibility and energy to the brand as we reach younger consumers. We believe this partnership will continue our market momentum among tweens."

Yoder said the agreement reflects a move by Bagel Bites to market directly to tweens - children between the ages of 11 and 15 - and teens. The two groups represent the primary consumers of the product. In the United States alone, the tween population of 27 million people is responsible for $5.2 billion annual sales of after-school snacks.

Bagel Bites, a leading, bite-sized frozen pizza snack, is one of a diverse group of frozen food brands under the umbrella of the Heinz Frozen Food Company, an affiliate of the H.J. Heinz Company. Among the company's famous brands are Ore-Ida, Smart Ones, Budget Gourmet, Boston Market® Home Style Meals, Rosetto, Linda McCartney and San Marco.