Food for the Aged

Doctors have long known that older people require fewer calories, less salt, and more proteins and minerals in their food. But, unlike the nation's babies, whose special requirements rolled up sales of $200 million in baby foods last year, U.S. oldsters have no line of food especially designed for them (although a few specialty items are on the market).

Last week Pittsburgh's H. J. Heinz Co. ("57 Varieties") announced a new line of canned foods for people over 60, said it will begin test-marketing it next month in Cincinnati, which has one of the highest concentrations of older people in the U.S. Heinz "Senior Foods" will be sold in single-serving, 8 1/2-oz. cans, are expected to retail for 25-c- to 30-c-. First varieties available: beef, lamb and chicken stews.

Heinz faces a major problem in marketing its new line : old people do not like to admit they are old, often shy away from special preparations for them. (Borden's Gerilac, a milk product for oldsters, flopped.) Heinz hopes to overcome consumer resistance by an educational advertising campaign, plans to expand into vegetables, fruits, custards.

The potential market for geriatric foods is well worth the risk Heinz is taking. By 1960, there will be 23 million people over 60 in the U.S. While a baby eats baby food for only about two years, an oldster could be a consumer of the new product for 15 years or more.

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