Aurora buys P&G's Duncan Hines

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Procter & Gamble Co. agreed to sell its $250 million Duncan Hines baking mix business to Aurora Foods, Columbus, Ohio, the company that recently has purchased a number of cast-off food brands, including Log Cabin from Kraft Foods and Mrs. Butterworth's from Unilever. Terms of the transaction, still subject to regulatory review, weren't disclosed. The companies said a transition plan will be in place through early 1999. With the addition of Duncan Hines, Aurora said it will become a $450 million company. Aurora, which kept its ad account at Ogilvy & Mather, Chicago, following its purchase of Log Cabin, didn't return calls at deadline regarding whether it would move the Duncan Hines business, now at N.W. Ayer & Partners, New York. Its other major brand, Mrs. Butterworth's, is handled by Sive/Y&R, Cincinnati, which was awarded the business when Aurora moved that brand from McCann-Erickson Worldwide, New York.

Copyright December 1997, Crain Communications Inc.

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