"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.