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P&G to fetch wider range of retail outlets for Iams

Published on .

Procter & Gamble Co., Cincinnati, said it plans to take the Iams pet food brand into the conventional retail channels of grocery stores and mass merchandisers, expanding beyond its traditional outlets of pet stores and veterinarians offices. When P&G acquired Dayton, Ohio-based Iams in Sep-tember for $2 billion, speculation focused on whether P&G would use its retail savvy to expand Iams' products. Iams Co.'s Eukanuba brand will continue to be sold only in specialty stores. P&G roster agency Saatchi & Saatchi, New York, won the global account for the Iams Co. brands in September.

Copyright January 2000, Crain Communications Inc.

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