Conceding to European Commission concerns over its recent acquisition of US-based multinational Bestfoods [WAMN: 2-Sep-00], Anglo-Dutch fmcg giant Unilever has agreed to dispose of its Oxo and Batchelors brand ranges.

The move is a concession to EC worries that Unilever would dominate the European market in the stock mixes product sector, where the merged group would own Oxo cubes alongside Bestfoods’ Marmite and Bovril brands.

The decision suspends a Damoclean sword over the heads of incumbent creative agencies J Walter Thompson (Oxo, £5.5 million a year), Lowe Lintas (Batchelors Cup a Soup range) and Mother (Batchelors' Super Noodles, pan-European).

Media planning and buying for all the brands is in the hands of Initiative Media.

News Source: CampaignLive (UK)