It's a Bird ... Celtics Legend Larry Bird New Point Man for Boston Market Frozen Meals.

Business Editors

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PITTSBURGH--(BUSINESS WIRE)--May 11, 2001

Larry Bird, whose insatiable appetite for winning was the hallmark of his legendary National Basketball Association career, is the new national spokesman for Heinz Frozen Food Company's Boston Market(R) Frozen Meals.

Bird, who led the Boston Celtics to three NBA titles during the 1980s, is featured in a new television advertising campaign that plays off of Bird's famous name to highlight the big taste and large portions of Boston Market Frozen Meals. In the 30-second commercials titled "How to Eat Like a Bird," basketball references are paired with shots of the 6-foot-9 Hall of Fame player enjoying heaping portions of delicious frozen premium meals.

"As one of the most popular players in NBA history and as an athlete whose name is synonymous with Boston and excellence, Larry Bird will score many points for the high-quality taste, anytime convenience and easy preparation of Boston Market Frozen Meals," said Neil Harrison, president and chief executive officer of Heinz Frozen Food Company. "Larry Bird and Boston Market Frozen Meals represent a winning fast-break combination."

The 30-second commercials, scheduled to launch May 3, 2001, were developed by DDB San Francisco. The spots will run on network television and national cable.

Along with the Los Angeles Lakers' Magic Johnson, Bird was credited with igniting the NBA's popularity during the 1980s. Bird averaged 24.3 points, 10 rebounds and 6.4 assists a game during a brilliant career that included three Most Valuable Player awards, 12 All-Star game appearances and election to the Hall of Fame.

Bird said he was excited about joining the Boston Market Frozen Meals team. Bird stated, "I'm pleased to have the opportunity to be associated with the quality products of Boston Market Frozen Meals and the dedicated team of people at the Heinz Frozen Food Company."

Like Bird's Celtics team, Boston Market's frozen line has out hustled the competition by sprinting to $130 million in retail sales during their first year in supermarkets.

Heinz uses the "Boston Market" mark and other trademarks under license from Boston Market Corporation. Heinz has no ownership or involvement in operating the Boston Market Restaurants.

In addition to Boston Market Frozen Meals, Heinz Frozen Food Company's brands include Ore-Ida(R), Smart Ones(R), Bagel Bites(R), Rosetto(R) and Linda McCartney Frozen Meals(R). Heinz Frozen Food Company is an affiliate of the H.J. Heinz Company, a food industry leader with total sales approaching $10 billion.

Editor's Note:

Neil Harrison, president and chief executive officer of Heinz Frozen Food Company, is available for interviews. Interested media should contact Michael Doherty at 412/ 237-3604 or Niki Campbell at 412/ 456-3764.

Note: Photos are available at URLs:

Larry Bird:

http://www.businesswire.com/cgi-bin/photo.cgi?pw.051101/bb1

Boston Market(R)Frozen Meals:

http://www.businesswire.com/cgi-bin/photo.cgi?pw.051101/bb1a