"Although Heinz mainly produces and sells baby food in China, we hope to bring in a broad range of food produce to this fledgling market," Charles Chyi, president and board director of Heinz-UFE Ltd, told Business Weekly at Heinz-UFE annual new products launching ceremony last week.

Up until now, Heinz has established two joint ventures in China, one in Guangzhou in 1984 and one in Qingdao in 1999. Products by the two Chinese branches of Heinz are mainly nutritious cereals for babies.

Heinz topped the baby food market by holding a 50 percent market share last year. The nine categories of new products this year boast new tastes and will cater even more towards nutrition for babies.

Heinz hopes to increase its investment in China in the near future and, as the group is backed by such a huge chain, will surely play a key role in tapping the huge Chinese market, Chyi indicated.

Heinz has proved itself all over the world when it comes to nutritious baby food.

Heinz has been making baby food for over 65 years. It produces a full range of products taking into account the needs of babies from three months through to 24 months. Heinz also offers everything from iron-fortified baby cereal to specially prepared vegetables, fruits and meats for infants, as well as main meals and desserts created for toddlers.

With annual sales revenues hitting US$10 billion, Heinz Food Group is today an enterprise that involves about 40,000 people in over 200 locations worldwide. The company boasts more than 150 leading brands -- Ore-Ila, Smart Ones, Bagel Bits, Wattie's, Bio Dieterba, Starkist, John West.Ketchup, condiments and sauces; frozen meals and snacks; tuna and seafood; quick meals and soup; pet products and infant food are all produced by Heinz.

Established in 1984, Heinz-UFE Ltd is a joint venture between Heinz Food Group and Guangdong Yantang Enterprises Co Ltd.

(China Daily June 05, 2002)