Nestlé Forges New Ice Cream Business After Dreyer’s Purchase

01 July 2003

Nestlé is pooling its US ice cream brands with those of Dreyer’s Grand Ice Cream after the two firms' merger was approved.

Under the deal, the Swiss giant holds a 67% stake in a new company, Dreyer’s Grand Ice Cream Holdings, which will house the assets. In charge of this division will be T. Gary Rogers, formerly Dreyer’s chairman/ceo.

The move is expected to prompt a shake-up of the merged entity’s advertising duties. Goodby Silverstein & Partners in San Francisco handles the $2 million (€1.7m; £1.2m) accounts for Dreyer’s brands, while Nestlé’s $4m Häagen Dazs business is at J Walter Thompson in Chicago.

The $2.8 billion purchase of Dreyer’s by Nestlé was approved by the Federal Trade Commission last week, subject to the disposal of certain brands and distribution systems.

Beamed Nestlé ceo Peter Brabeck: “We have now realized our objective of becoming the leading [ice cream] player in the USA, the world's largest ice cream market with the highest per capita consumption rate,”.

Data sourced from:; additional content by WARC staff