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PepsiCo completes Tropicana buy

Published on .

PepsiCo, Purchase, N.Y., said it completed its $3.3 billion acquisition of Tropicana Products from Seagram Co., giving it a juice brand that will compete with Coca-Cola Co.'s Minute Maid. Gary Rodkin was named president-CEO of the Bradenton, Fla., juice concern, from president, Tropicana North America. He replaces Ellen Marram, who is leaving the company. Foote, Cone & Belding, New York, handles the estimated $42 million advertising account. Ocean Spray Cranberries, Lakeville, Mass., which has a juice distribution deal with PepsiCo, is seeking a federal court order to bar Pepsi from distributing single-serve Tropicana products.

Copyright August 1998, Crain Communications Inc.

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