Kraft Functional Foods Presence Expands With Balance Bar Purchase
This article was originally published in The Tan Sheet
Executive Summary
Kraft Foods is acquiring nutrition/energy bar marketer Balance Bar Company for approximately $268 mil., or $19.40 per share. While the food giant recently began selling Taste of Life salad dressing with vitamin E and Kraft Singles cheese slices with extra calcium, the addition of Balance Bar will significantly enhance Kraft's presence in the functional foods arena.
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Balance Bar
Kraft Foods consolidates creative duties on most brands, including Balance Bar energy bars, to three agencies. Balance Bar has been reassigned from Young & Rubicam (New York) to Ogilvy & Mather (New York); no new advertising is planned at this time. Kraft, looking to enhance its presence in the functional foods arena, acquired the nutrition bar marketer in February (1"The Tan Sheet" Feb. 7, 2000, p. 15)
Balance Bar
Kraft Foods consolidates creative duties on most brands, including Balance Bar energy bars, to three agencies. Balance Bar has been reassigned from Young & Rubicam (New York) to Ogilvy & Mather (New York); no new advertising is planned at this time. Kraft, looking to enhance its presence in the functional foods arena, acquired the nutrition bar marketer in February (1"The Tan Sheet" Feb. 7, 2000, p. 15)
Balance Bar
Kraft Foods consolidates creative duties on most brands, including Balance Bar energy bars, to three agencies. Balance Bar has been reassigned from Young & Rubicam (New York) to Ogilvy & Mather (New York); no new advertising is planned at this time. Kraft, looking to enhance its presence in the functional foods arena, acquired the nutrition bar marketer in February (1"The Tan Sheet" Feb. 7, 2000, p. 15)