Nestle, Pillsbury reveal plans for Ice Cream Partners USA

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Nestle USA, Glendale, Calif., and Pillsbury's Haagen-Dazs are combining clout in a new joint venture, Ice Cream Partners USA, that brings together novelty and hard-pack ice cream brands in a licensing agreement. The 50-50 joint venture will be based in nothern California and will be oveseen by James Dintaman, president-CEO of Nestle USA's ice cream division, who becomes CEO of Ice Cream Partners. The Ice Cream Partners board will be comprised of executives from both companies, including Paul Walsh, Pillsbury chairman-CEO, and Joe Weller, Nestle chairman-CEO.

"This agreement brings together two complementary businesses with strengths in two distinct segments, superpremium packaged ice cream and novelties," said Mr. Weller. "Nestle contributes worldwide expertise in frozen dessert technology and a solid alternative channel stategy to this joint venture."

Ice Cream Partners executives couldn't be reached at deadline to discuss marketing responsibilities and who would be its top marketing manager.

Nestle's shop for its frozen novelty brand, Drumstick, is Publicis, Dallas, but Nestle works with many shops, including J. Walter Thompson Co. and McCann-Erickson Worldwide, the latter of which handles its joint cereal venture with General Mills in Europe. Haagen-Dazs' agency is Partners & Shevack/Wolf, New York.

Copyright August 1999, Crain Communications Inc.

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