P&G LICENSES JAKADA COFFEE BRAND TO MORNINGSTAR FOODS

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(May 16, 2001) -- Procter & Gamble Co. has licensed its Folgers Jakada cold-coffee brand to Suiza Foods Corp.'s Morningstar Foods unit in a licensing agreement under which Morningstar will develop and market the product.

Jakada, originally test-marketed by P&G as a stand-alone brand in California in 1998, is the first brand P&G has licensed to another party following test marketing. The arrangement is part of the company's "commercialization of innovation" strategy, in which P&G licenses or forms marketing partnerships for some brands and technologies.

Morningstar plans to launch Folgers Jakada nationally in the fourth quarter, but a spokesman said he did not have information on an agency assignment and that ad plans remain in development.

Omnicom Group's DDB Worldwide, Chicago, is Morningstar's agency of record. -- Jack Neff

Copyright May 2001, Crain Communications Inc.

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