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Press release from Business Wire

Ore-Ida® Steam n' Mash™ Searches for ‘Smashing' Ideas From Kids in National ‘Mash Destruction' Contest

<p class='bwalignc'> <i>Call for kids nationwide to draw up creative, fun ideas to mash potatoes in ways that have never been thought of before, for a chance to win $5,000</i> </p> <p class='bwalignc'> </p>

Friday, March 11, 2011

Ore-Ida® Steam n' Mash™ Searches for ‘Smashing' Ideas From Kids in National ‘Mash Destruction' Contest10:14 EST Friday, March 11, 2011 PITTSBURGH (Business Wire) -- The Ore-Ida brand is giving families across the country one more reason to make mealtime fun for the entire family. The brand known for its potato prowess is turning to parents across the country and asking their kids to draw fun new ways to mash real chunks of potatoes for a chance to win $5,000 in the Steam n' Mash “Mash Destruction” contest at www.mashdestruction.com. The national promotion is a direct link to the convenience of Ore-Ida Steam n' Mash potatoes, which are chunks of real potatoes ready to microwave and mash just the way your family likes. Because the chunks of potatoes are already pre-peeled, there's no need to scrub, peel or chop the potatoes. While traditional potato mashing typically involves mixing bowls and hand-held mashers, the “Mash Destruction” contest will challenge kids to think of creative and inventive ways to turn this seemingly simple task into a genius idea constrained only by their imagination. “Whether it's a punching bag full of potato chunks or a futuristic robot that steam presses the potato chunks for you, we're looking for creative ideas of how to mash real chunks of potatoes – like those found in Steam n' Mash – in a way that only a kid would even think to be possible,” said Teresa Hammond, brand manager for Ore-Ida. “Whatever the winning masher idea might be, the contest is a perfect opportunity for kids and their parents to have creative fun together while also showing just how easy it can be to make homemade mashed potatoes.” Parents can submit a drawing of their child's genius masher idea along with a description of 50 words or less at www.MashDestruction.com. America will vote online for their favorite idea, and the 20 ideas with the most votes will be reviewed by a panel of esteemed Ore-Ida potato experts. The panel of judges will then choose one $5,000 grand prize winner and five runners-up who will each receive $1,000. The Ore-Ida panel may also select a handful of masher ideas that catch their attention and bring them to life in online webisodes. For more contest details, visit www.MashDestruction.com. About Ore-Ida The Ore-Ida brand is the most trusted and popular name in the frozen potato and onion business. As the nation's leading marketer of frozen potatoes since 1952, people count on the Ore-Ida brand for quality, great-tasting, convenient foods families love. Heinz produces a variety of Ore-Ida® frozen potato and onion products, including: Steam n' Mash, Golden Fries™, Golden Crinkles® fries, Steak Fries, Tater Tots® potatoes products, Hash Browns, Ultimate Baked, Onion Rings, and most recent introduction of Sweet Potato Fries. Emanate Public RelationsLindsay Kos, 212-805-8037Lindsay.Kos@emanatepr.comorHeinz North AmericaTracey Parsons, 412-237-5774Tracey.parsons@us.hjheinz.com