Kraft Foods, Northfield, Ill., is entering the soy burger arena with the purchase of privately held Boca Burger, Chicago, which saw sales double in 1999 to roughly $40 million. Terms were not disclosed. Kellogg Co. recently acquired meat-alternative marketer Worthington Foods, and General Mills purchased natural food marketer Small Planet Foods. Kraft said its new Boca Foods division, headed by former pizza division General Manager Kevin Scott, will be based in Madison, Wis., with its Oscar Mayer division. Boca spent $4.1 million on print and outdoor advertising via Chicago Creative Partnership in the first 10 months of 1999.
Copyright January 2000, Crain Communications Inc.