Procter & Gamble Co., Cincinnati, will seek buyers for its commercial shortening and oil products, which include the Frymax, Sterling and Whirl brands, in favor of building Crisco in both retail and commercial settings. The effort is part of P&G's strategy to invest behind its global brands, among them Crisco, Febreze and Pringles. P&G said it will continue to invest behind Crisco, on which it spent $1.5 million in media for the first 11 months of 1999, per Competitive Media Reporting. Grey Advertising, New York, handles.
Copyright March 2000, Crain Communications Inc.