H.J. HEINZ CO. AT A GLANCE

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Headquarters: Pittsburgh.

Sales: $7.05 billion, down 1% for fiscal year ended April 27.

Top 5 businesses worldwide: foodservice: 19%; baby food: 10%; ketchups and other sauces: 10%; tuna: 10%; and pet foods: 9%.

Leadership: Anthony J.F. O'Reilly, chairman, president and CEO.

Top U.S. brands: Heinz ketchup, StarKist tuna, Weight Watchers classes and foods, Ore-Ida frozen potatoes, 9-Lives cat food.

U.S. marketing spending: $416.9 million (1993).

Lead agencies: Leo Burnett USA, Chicago; Doig Elliott Schur, New York; Ally & Gargano, New York; Berlin Wright & Cameron, New York; Foote, Cone & Belding, San Francisco.

Recent successes: Asia, where sales are now $800 million, thanks mainly to acquisitions, and are targeted at $1 billion by end of current fiscal year. Also, foodservice and Ore-Ida.

Problem spots: Profit dropped 29% in fourth quarter; particularly hurt were Weight Watchers foods and classes, and StarKist tuna.

1994 challenges: Turn Weight Watchers around, continue international expansion and successfully cut trade spending and promotions to fund new focus on direct marketing.

Source: Advertising Age, company reports

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