The announcement follows recent management reorganizations, including the promotion last week Eric Brenk and Michael J. Hojnacki as co-presidents and co-chief operating officers and the formation of three distinct sales divisions.
"Our objective is to be a leaner, stronger and more profitable company," Dale Morrison, Aurora's chairman-CEO, said in a statement. The staff cuts are expected to drive annual savings of more than $10 million.
Aurora has been struggling to cut costs and pay down about $1.1 billion of debt. In December, Aurora said it was notified by the New York Stock Exchange that it had six months to raise its share price to above $1 for a 30-day period or face delisting. Aurora shares closed Friday at 35 cents, down a penny.
The company said last week its plans to better leverage its $1 billion portfolio of brands at retail and return to higher media-spending levels as the faltering economy "gets back to basics."
Already, the company has laid off 204 employees by closing a bagel plant, and Mr. Morrison said the company is in final talks to sell its frozen-food brands, including Mrs. Paul's and Van de Kamp's seafood, Celeste pizza, and Aunt Jemima's breakfast products, which would raise roughly $325 million.