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: AdAge.com; additional content by WARC staff