Kraft Foods reportedly is shopping its Altoids and LifeSavers brands, which could fetch a combined $1 billion for the company.
Kraft hired UBS AG to help sell the brands, according to news reports. A Kraft spokesperson declined to comment.
Kraft has signaled that it would pare down its portfolio and concentrate on key brands. Altoids and LifeSavers—both shelved at checkout, which is managed differently than supermarket shelves—would be logical divestitures.
LifeSavers’ food, drug and mass-merchandise sales are $158 million, down 14% for 52 weeks ended Oct. 3, according to Information Resources Inc. FCB, New York, handles LifeSavers advertising; measured ad spending neared $3 million for first-half 2004, per TNS Media Intelligence/CMR.
Altoid sales are up nearly 9% to $117 million for the same time period, IRI reported. Leo Burnett, Chicago, handles Altoids advertising, with measured ad spending at $4.2 million for first-half 2004, TNS/CMR said.
Network
