BACK in Heinz land, the Margin is delighted to report that Ireland is to be the European test market for a range of pet food "treats" which are highly successful in the US. We're not talking about the normal pet food in cans here. "Treats" are nice little extras given by caring owners to their pets.

When the Margin was young, one used to be able to give the house mutt a dried biscuit type bone. Not any more... while the Heinz range may not stretch to 57 varieties, it is diverse. Your typical US hound and pussy can feast on products delighting in names like "9-lives", "Reward", "Kibbles'n'Bits", "Gravy Train", "Ken-L ration", "Meaty Bone", "Jerky Treats" and "Sausages".

And don't turn up your nose at the idea. In the last fiscal year Heinz Pet Products generated sales of more than $1 billion, more than 10 per cent of company revenues.