Heinz was the highest priced ketchup brand on all sizes in all regions (except for the 24 oz.
size in the West, where Del Monte was priced higher by 1.7%). Exhibit 5 shows the major
manufacturers' base selling prices and actual retail selling prices by region. Except on the 14 oz. size,
Heinz's retail prices were between 1% and 9% higher than Hunt's and Del Monte's. Hunt's and Del
Monte's average national retail prices differed by 3% to 6% across the different sizes. As Exhibit 5
shows, the trade was taking the lowest margin on the 32 oz. size, which accounted for 55% of
industry volume. It was believed that the trade treated the dominant 32 oz. size as a "loss leader.