PITTSBURGH, Dec. 16, 1998 /PRNewswire/ -- H. J. Heinz Company and the Cancer Research Foundation of America (CRFA) have teamed for a new series of print advertisements promoting the health benefits of lycopene. The print campaign supports a growing body of research which concludes that consuming processed tomato products -- like Heinz Ketchup, tomato juice and tomato sauce -- helps reduce the risk of certain cancers and heart disease. 

The print advertisements, which feature a pouring bottle of Heinz Ketchup and lycopene messages, are scheduled for January runs in The New York Times Sunday Magazine, USA Today, Health magazine and Prevention magazine. The new ads illustrate Heinz Ketchup's nutritional message: Processed tomatoes deliver up to five times more lycopene than fresh tomatoes. 

Lycopene is a powerful antioxidant that creates the red coloring in tomatoes and protects the human body's cells from free radicals -- highly reactive oxidized molecules that disrupt the body's cell membranes and attack the genetic material within. "The war against cancer is fought in many ways," said Dr. Lelio G. Parducci, vice president of nutrition, technical affairs and chief scientist of H. J. Heinz Company, "and lycopene has emerged as a new weapon in that battle."

All of the advertisements' messages are publicly endorsed by the CRFA, who promotes the consumption of fruits and vegetables, including processed tomato products, to help reduce the risk of some cancers. This concept is driven by the fact that one-third of the 564,800 cancer deaths expected to occur in the U.S. this year are related to dietary factors. "As an organization, we felt very strongly about aligning ourselves with the messages that Heinz Ketchup is trying to communicate," says Carolyn Aldige, president and founder of the CRFA. "The ultimate goal of all of our programs is to prevent cancer. In order to make that possible, we must educate."

"Processed" Superior to "Fresh"

The print advertisements also include research findings from the Tomato Research Council that reveal the highest levels of lycopene are available in products such as ketchup, and the lower levels of lycopene are found in fresh tomatoes.

Heinz Ketchup has been America's favorite ketchup since 1876 and the #1 Ketchup for more than 30 years. Found in 97 percent of households, ketchup remains the king of condiments, with sales surpassing all category competitors. H. J. Heinz Company is one of the world's leading food processors and purveyors of nutritional services. Its 50 affiliates operate in some 200 countries, offering more than 5,000 products. Among the company's famous brands are Heinz, StarKist, Ore-Ida, Weight Watchers, Wattie's, Plasmon, Farley's, The Budget Gourmet, Earth's Best, Ken-L Ration, Kibbles 'n Bits, Orlando, Olivine and Guloso.

The Cancer Research Foundation of America is a national nonprofit health organization whose mission is the prevention of cancer through scientific research and education. Founded in 1985 by Carolyn Aldige, the organization's commitment is fueled by the fact that certain cancers are preventable through lifestyle and health policy changes, yet more than 550,000 Americans die from the disease annually. Since its inception, the Foundation has supported research, education and early detection programs in excess of $28 million. Additional information can be found at http://www.lycopene.org and http://www.heinz.com.

SOURCE H. J. Heinz Company

New Study Concludes That Garden-Fresh Tomatoes Take a Back Seat to Processed Products PITTSBURGH, Nov. 17, 1998 /PRNewswire/ -- A new study by the University of Toronto published in the current issue of Lipids magazine concludes that consuming processed tomato products -- like Heinz Ketchup, tomato juice and tomato sauce -- significantly raises blood levels of lycopene in the human body. The study demonstrates that lycopene works as a powerful antioxidant, helping to reduce the risk of certain cancers and heart disease. "Lycopene from heat-processed tomatoes is more bioavailable than from fresh tomatoes," said Dr. Venket Rao, a professor from the University of Toronto's Department of Nutritional Sciences and a Faculty of Medicine member who conducted the independent medical study on dietary lycopene. Research indicates that heating tomatoes releases up to five times more lycopene than fresh tomatoes, making it easier for the body to absorb.

Other research findings suggest that the human body processes lycopene more efficiently when consumed with small amounts of oil or fat. Therefore, the popular coupling of America's favorite source of lycopene, Heinz Ketchup, with foods such as french fries or hamburgers, offers an alternate way to increase lycopene absorption.

What is Lycopene?

Like its better-known cousin, beta carotene, lycopene is one of a family of pigments called carotenoids, which are naturally occurring compounds that give color to fruits and vegetables, but are not made by the human body. Research has shown that lycopene is the most powerful antioxidant of all the carotenoids. Antioxidants, like lycopene, are internal bodyguards that protect human cells from free radicals -- highly reactive oxidized molecules that disrupt the body's cell membranes and attack the genetic material within. The degenerative effect of free radicals, which is known as "oxidative stress," is a main culprit of heart disease, cancer and aging. Free radicals also can promote blockages in the arteries, joint deterioration and nervous system degradation.

According to Rao's new study, daily consumption of tomato products providing at least 40 mg of lycopene (through processed tomato products) was enough to substantially reduce low-density lipoprotein (LDL) oxidation. High LDL oxidation is associated with increased risk of atherosclerosis and coronary heart disease. Intakes lower than 40 mg of lycopene also may be effective, Rao's study concluded. "Our research confirms the basic premise that, as lycopene levels in the blood increase, the levels of oxidized compounds decrease," Dr. Rao said. "This, in turn, helps to lower the risk of cancer and heart disease."

The complete study is found in the current issue of Lipids magazine, a premier medical journal dedicated to the latest scientific contributions in lipids and health research. The University of Toronto study conducted by Dr. Rao compared the lycopene levels of 19 healthy adults (10 male and nine female) who were instructed to avoid consumption of all foods containing lycopene, as identified by the university. Subjects' blood lycopene levels were then measured during one- week periods in which they were given lycopene in the form of processed tomato products and in capsule form. Subjects' blood lycopene levels also were measured during one-week periods in which they consumed a placebo, and during one-week periods in which they drank 540 ml (about 19 ounces or two glasses) of processed tomato juice per day. Each stage of the study was preceded by "washout" weeks in which subjects were exposed to no lycopene or tomato products. Results of the year-long study found that subjects' blood lycopene levels were at least twofold during weeks of processed tomato consumption as compared to the placebo.

"The results of our study showed that blood lycopene levels were higher when subjects were consuming tomato juice, thus proving that lycopene is better absorbed by the body when it is processed than when it is consumed in its pure form," says Rao.

http://www.lycopene.org

The University of Toronto study is featured on a newly launched Web site, http://www.lycopene.org, which serves as a comprehensive, up-to-date consumer resource on lycopene. The http://www.lycopene.org Web site also documents research findings from several other studies, explains what lycopene is and how it works in the human body, and provides detailed answers to common questions about lycopene.

In addition to helping to reduce the risk of heart disease, the leading cause of death in the United States, several recent studies -- including studies by Harvard Medical School, Harvard University and the University of North Carolina -- have indicated that lycopene is linked to preventing cancer of the breast, cervix, prostate, lungs and digestive tract.

"These studies represent an important breakthrough in the scientific research on lycopene," said Dr. David Yeung, director of corporate nutrition for H. J. Heinz Company. "We have been very interested in investigating the notion that processing actually enhances the absorption of lycopene in tomatoes by the body. Dr. Rao's results now demonstrate the protective role lycopene can play in the prevention of cancer and heart disease."

The World's Largest Tomato Processor

The H. J. Heinz Company, the world's largest tomato processor, processes nearly two million tons of tomatoes annually. Current dietary guidelines suggest consumption of three to five servings of vegetables per day. Based on a growing body of scientific research, Heinz is encouraging all consumers to have at least one serving of processed tomatoes per day. For those who have a family history of chronic diseases, Heinz endorses at least two servings of processed tomatoes per day.

Consumers love Heinz Ketchup and, on average, consume four to five tablespoons each time they use it. Heinz Ketchup has been America's Favorite Ketchup(R) since 1876 and the #1 Ketchup for more than 30 years. Found in 97 percent of households, ketchup remains the king of condiments, with sales surpassing all category competitors.

H. J. Heinz Company (NYSE: HNZ) is one of the world's leading food processors and purveyors of nutritional services. Its 50 affiliates operate in some 200 countries, offering more than 4,000 products. Among the company's famous brands are Heinz, StarKist, Ore-Ida, Weight Watchers, Wattie's, Plasmon, Farley's, The Budget Gourmet, Earth's Best, Ken-L Ration, Kibbles 'n Bits, Orlando, Olivine and Guloso.

Editor's Note: This release also is available on PR Newswire's Company News On-Call at http://www.prnewswire.com/comp/575757.html

SOURCE H. J. Heinz Company

Cancer Research Foundation of America and Heinz Host Lycopene Leaders; Results of Recent Consumer Study Tracking Lycopene Awareness Will Be Released

Former Buffalo Bills championship coach and prostate cancer survivor Marv Levy will kick off a lively panel discussion about cancer prevention and the antioxidant "lycopene" at the National Press Club on April 28, from 9 to 10:30 a.m. The panel will be moderated by Washington D.C. media personality Bob Novak, currently co-host of CNN's weekly "Evans and Novak" and a prostate cancer survivor himself.

Results of a recent consumer survey tracking lycopene awareness in the United States will be released. The survey charts public perception from December 1998 compared to late April 1999. Lycopene recently has become a hot nutrition news topic. Multiple studies reveal that consuming lycopene in tomato products significantly raises blood levels of lycopene in the human body. The studies demonstrate that lycopene works as a powerful antioxidant and may help to reduce the risk of certain cancers, including prostate cancer.

The event will be emceed by Carolyn Aldige, president and founder of the Cancer Research Foundation of America. CRFA is a national nonprofit health organization whose mission is the prevention of cancer through scientific research and education. Founded in 1985, the organization's commitment is fueled by the fact that certain cancers are preventable through lifestyle and health policy changes, yet more than 550,000 Americans die from the disease annually. Since its inception, the Foundation has supported prevention, research and education programs in excess of $28 million.

Along with Aldige, the lycopene expert panel will include:

-- Dr. Venket Rao, program director of Food Safety at the University of Toronto. Dr. Rao has spent many years researching lycopene and the role it plays in diet and cancer prevention. He has recently published the results of his study, which examines the effects of lycopene in relation to heart disease and cancer.

-- Dr. David Yeung, president of the Heinz Institute of Nutrition Services and director of Nutrition for H.J. Heinz Company, has vast international experience. Dr. Yeung is published extensively in scientific journals regarding nutrition and has served on numerous scientific committees in Canada and the U.S.

-- Dr. Maureen Storey, assistant professor for the Georgetown Center for Food and Nutrition Policy. Dr. Storey has spent many years in the Health and Nutrition field and is an active member of the American Institute of Nutrition and the American Dietetic Association.

The purpose of this symposium is to give media and industry leaders the opportunity to learn more about lycopene as it links to cancer prevention, specifically prostate cancer, and what the future holds for education, awareness and lycopene research.

WHO: Prostate cancer survivor and sports celebrity, Marv Levy; Washington D.C. media personality, Bob Novak; the Cancer Research Foundation of America; H.J. Heinz Company; and a panel of lycopene thought leaders

WHAT: An expert panel discussion for media with questions and answers about lycopene, education and future research

WHEN: Wednesday, April 28, 1999, from 9:00 to 10:30 a.m.

WHERE: The National Press Club at 529 14th Street NW, 13th Floor, Zenger Room

WHY: To discuss the reported positive effects of lycopene on prostate cancer and the need for further prevention research

Note: Reservations are requested, as seating is limited. Please contact Caryl Segalewitz at 412-858-1906. Available for advance interviews: Carolyn Aldige, president, Cancer Research Foundation of America; Dr. Venket Rao, professor, University of Toronto; Debbie Foster, director of Corporate Communications, H.J. Heinz Company.

CONTACT: Stephanie Guiffre of Cancer Research Foundation of America, 703-519-2103, or sguiffre@crfa.org, or Caryl Segalewitz, 412-858-1906, or

caryls@jackhorner.com, for H.J. Heinz Company.

SOURCE H.J. Heinz Company

PITTSBURGH, April 28, 1999 /PRNewswire/ -- Six months ago, when H.J. Heinz Company (NYSE: HNZ) launched its consumer awareness campaign about lycopene --an antioxidant naturally abundant in tomatoes -- only 6.5 percent of consumers surveyed had ever heard of it. By April 1999, that number had nearly doubled, according to a recent independent survey commissioned by Heinz. The jump mirrors similar gains in consumers' understanding of "functional foods" -- a rapidly evolving new category of products and produce whose inherent goodness is being redefined by nutrition scientists. Consumers who are aware of functional foods increased from 9.3 percent in December to 15.6 percent currently.

Antioxidants, like lycopene, are internal bodyguards that protect human cells from free radicals -- highly reactive oxidized molecules that disrupt the body's cell membranes and attack the genetic material within. The degenerative effect of free radicals, which is known as "oxidative stress," is suspected to be a main culprit of heart disease, cancer and aging. Free radicals also can promote blockages in the arteries, joint deterioration and nervous system degradation. Consumer awareness that lycopene is found in tomatoes has jumped from 7.2 percent in December to 22.3 percent in April -- more than triple in only six months.

How it's happening

In November 1998, Lipids magazine published a study by Dr. Venket Rao, a professor from the University of Toronto's Department of Nutritional Science and a Faculty of Medicine member. Rao's study concluded that regular consumption of a variety of processed tomato products -- like ketchup, tomato juice and tomato sauce -- significantly raises the blood levels of lycopene in the human body. (Rao's study and other lycopene information is available at http://www.lycopene.org.) Currently, a plethora of scientific research on lycopene, some even involving lycopene supplements, along with other antioxidant sources have been announced.

In January, the world's leading processor of tomatoes, H.J. Heinz Company, in partnership with the Cancer Research Foundation of America (CRFA), launched a modest consumer awareness program that included one ad each in The New York Times Sunday Magazine, USA Today, Health and Prevention magazines. A pouring bottle of Ketchup was accompanied by the headline "Lycopene may help reduce the risk of prostate and cervical cancer." Rao's lycopene study, the lycopene ads and the mushrooming lycopene research campaigns have received a steady flow of media coverage, often characterizing lycopene in tomatoes as the definitive example of "functional foods." Although Heinz agrees with most food scientists that more research is needed, scientific studies completed thus far, regardless of their methodology, repeatedly suggest that lycopene helps inhibit certain cancers, including prostate and cervical cancer.

Ketchup lovers unite

Skeptics have challenged the positioning of Heinz Ketchup as a health food, which interestingly never has been the flagship brand's objective. "We're not prescribing ketchup," said Dr. Lelio G. Parducci, vice president of nutrition, technical affairs and chief scientist of H.J. Heinz Company. "We simply want consumers to feel good about a product they already use and enjoy."

Nutritionists who suggest that Heinz is encouraging a diet of hamburgers, hot dogs and french fries -- "host foods," as they are called -- may be missing the mark, according to Parducci. Hamburgers, hot dogs and french fries are consistently rated among the most popular American meals. "People are eating these foods already," Parducci says. "And we should remember that ketchup is also used as a cooking ingredient and to top low-fat dishes like broiled fish."

Consumers get the tomato message

Consumers who responded that they were eating tomato products every day increased from 17.5 percent in December to 20.9 percent in April. Consumers eating tomato products two to five times weekly remained steady at about 50 percent. Consumers indicating a tomato intake of only once per week dipped slightly from 17.8 percent to 16.5 percent, and people who eat tomato products only occasionally shrank from 8.1 to 5.6 percent -- indicating that overall consumers are making an effort to increase their tomato intake, rather than decrease it.

The majority of consumers still maintain a preference for fresh tomatoes over processed, as high as 84.0 percent in April, up from 75.5% in December. Although the heat processing of tomatoes has been shown to increase lycopene levels by as much as five times, making processed tomatoes a better source of lycopene.

The Cancer Research Foundation of America

Heinz supports the Cancer Research Foundation of America in its mission to prevent cancer through research and education. "The relationship between the Cancer Research Foundation of America and H.J. Heinz Company predates this campaign," said CRFA President and Founder Carolyn Aldige. "Heinz has been supportive of several foundation projects over the years. As an organization committed to educating the public about the connection between diet and cancer and the role of functional foods in disease prevention, we felt this was a natural partnership." Heinz and the Cancer Research Foundation of America will co-author a consumer information booklet about lycopene and functional foods later this year.

About Heinz & CRFA

H.J. Heinz Company is one of the world's leading food processors and purveyors of nutritional services. Its 50 affiliates operate in some 200 countries, offering more than 5,000 products. Among the company's famous brands are Heinz, StarKist, Ore-Ida, Weight Watchers, Wattie's, Plasmon, Farley's, The Budget Gourmet, Ken-L Ration, Kibbles 'n Bits, Orlando, Olivine and Guloso.

The Cancer Research Foundation of America is a national nonprofit health organization whose mission is the prevention of cancer through scientific research and education. Founded in 1985 by Carolyn Aldige, the organization's commitment is fueled by the fact that certain cancers are preventable through lifestyle and health policy changes, yet more than 550,000 Americans die from the disease annually. Since its inception, the Foundation has supported research, education and early detection programs in excess of $28 million.

Additional information can be found at http://www.lycopene.org, http://www.heinz.com and http://www.preventcancer.org.

Note: This release is also available on PR Newswire's Company News On-Call at http://www.prnewswire.com/comp/575757.html

SOURCE H.J. Heinz Company

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