Hershey Foods Corp., Hershey, Pa., agreed to acquire Nabisco's intense and breath freshening mints and gum brands for $135 million. The sale, which includes the Ice Breakers, Breath Savers Cool Blasts and Breath Savers mint brands as well as Ice Breakers, Carefree, Stickfree, Bubble Yum and Fruit Stripe gum brands, is contingent on the completion of Philip Morris Cos.' acquisition of Nabisco. The brands Hershey plans to acquire had 1999 sales of roughly $270 million, according to a Hershey statement. Nabisco spent $8.3 million in measured media against the brands in 1999, according to Competitive Media Reporting. North Castle Partners, Stamford, Conn., handles Bubble Yum, and the remaining brands are handled by FCB Worldwide, New York.
Copyright November 2000, Crain Communications Inc.