Private-label pressure, from Tesco in vegetables and ASDA in tuna, has eaten into Heinz's profits in these categories, where consumers shop on price.

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Also of note: an ambitious onsite bakery (complete with a Twitter feed about what's hot from the oven) and gourmet shop stocking Prestat chocolates, Neal's Yard Dairy cheeses, and fruit and vegetables from the kitchen garden at Conran's country home.

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