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.
You may also be interested in...
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)
Functional Beverages Stimulate Natural Products Market Growth - Analysts
The natural products market, fueled by nutritionally fortified foods such as functional beverages, meal replacement bars and soy products, will continue to demonstrate strong annual growth in the mid-teens over the next several years, analysts predict.
Slim-Fast International Market Potential Key To Unilever Acquisition
Slim-Fast Foods is "ripe for international expansion," Unilever said in announcing its plan to acquire the privately owned nutritional and weight-loss products manufacturer for $2.3 bil.