To the British, Heinz is best known for tomato ketchup and baked beans.
Last year, it had nearly 78% market share in ketchup and just over 46% in canned baked beans. Yet the Pittsburgh-based company has found that in the cut-throat world of condiments, being a brand king does not make you invincible. In Europe especially, Heinz has been feeling the pressure from deep discounters like Lidl and Aldi, and supermarket own-labels, as well as fragile consumer spending in big markets such as Germany. Having earlier diversified into foods beyond its tomato-based staples - from Farley's baby food to Linda McCartney's vegetarian ready meals - Heinz no longer just meanz beanz but a wide portfolio of products.