Smucker bought Kellogg Co.'s Mrs. Smith's frozen pie business last week precisely because it was such a good fit, said Richard Smucker, president. "We have a similar heritage, similar brand identity and similar sourcing," he said.
Smucker is expected to win new fruit buying efficiencies and to open up growth possibilities in the frozen dessert category. Mrs. Smith's has a 61% share of the $280 million frozen pie business in supermarkets, according to Information Resources Inc. Smucker leads the $265 million jams and jellies category with a 39% share.
Future agency plans are undecided. Leo Burnett USA, Chicago, is Mrs. Smith's agency; Wyse Advertising, New York, is Smucker's agency of record.