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Gain of Quaker Oats Business Helps Offset Nabisco Loss

By Published on .

CINCINNATI (AdAge.com) -- Information Resources Inc., Chicago, has signed a multimillion-dollar deal with PepsiCo to provide scanner-data and market research analytics for the marketer's cereal, snacks and Gatorade businesses.

PepsiCo acquired those businesses when it bought Quaker Oats Co. last year. IRI already handles PepsiCo's soft drinks, Tropicana juice and Frito-Lay snack business.

The consolidation gives IRI a win that helps balance its loss last year of the Nabisco Foods account following Nabisco's acquisition by Philip Morris Cos.' Kraft Foods unit.

The Nabisco scanner business moved to IRI's rival, VNU's ACNielsen Corp., which already handled scanner data for Kraft.

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