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(April 13, 2001) -- H.J. Heinz Co. will look to buoy its growing Heinz Pet Snacks division with the launch of new Pounce Purr-fections, a gourmet cat treat featuring a crunchy outer layer and a soft, creamy center. The new line, which includes three gourmet flavors including Shrimp & Crab Medley, will be supported by a print campaign from WPP Group's J. Walter Thompson, Chicago, beginning in May.

In addition to the print campaign in top publications such as Parade, People and Woman's Day, Heinz will run an online sweepstakes offering five winners prize packages including $1,000 in cash, 10 free visits from a pet sitter and a year's supply of the snacks. Product samples will be delivered to more than one million cat-owning households.-- Stephanie Thompson

Copyright April 2001, Crain Communications Inc.

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