Nestle owns roughly 67% of the Dreyer's Holdings stock.
The final closure of Nestle's
The formation of the new company is expected to spark a realignment of agency assignments for the remaining ice cream brands. Two agencies likely to benefit are Dreyer's agency of record, Omnicom Group's Goodby, Silverstein & Partners, San Francisco, and WPP Group's J. Walter Thompson, Chicago, which handles former Nestle brands Haagen-Dazs and ice cream novelties.
Measured media spent last year totaled less than $2 million for Dreyer's brands, the bulk of that against superpremium brand Dreamery -- no longer a part of the new Dreyer's -- and $4.1 million against Haagen-Dazs, according to TNS Media Intelligence/CMR.
The new Dreyer's named Timothy F. Kahn executive vice president and chief operating officer as well as chief integration officer, charged with guiding the company through the integration of Dreyer's and Nestle's U.S. ice cream business. Mr. Kahn was previously Dreyer's vice president for finance and administration and chief financial officer. Alberto Romaneschi, a 14-year veteran of Nestle, who most recently served as chief financial officer of Cereal Partners Worldwide, Nestle's joint venture with General Mills, will replace Mr. Kahn.