Published on .

Headquarters: Chicago

Sales: $5.96 billion for year ended June 30, up 3.9%; U.S. & Canadian Grocery Products unit accounts for 71% of sales.

Leadership: William Smithburg, chairman-CEO; Philip Marineau, president-chief operating officer; John Breuer, president-U.S. cereals; Donald Uzzi, president-Gatorade North America; Charles Marcy, president-Golden Grain; Lyle Hubbard, president-convenience foods.

North American marketing spending: $1.1 billion for fiscal 1994, up 13%

Lead agencies: Jordan, McGrath, Case & Taylor, New York; Bayer Bess Vanderwarker, Chicago; Young & Rubicam, San Francisco; J. Walter Thompson USA, Chicago; Berry-Brown, Dallas.

Recent successes: Gatorade fended off competition in sports drinks, with share back over 80%; resurgence of Cap'n Crunch and strong introduction of Quaker Toasted Oatmeal boosted cold-cereal share; rice cakes growing fast; Rice-A-Roni and Near East well positioned for future.

Challenges: Finding best international markets for both Gatorade and new Snapple franchise; keeping U.S. sports drink market growing while keeping marketing spending under control; assessing future of pet food operations in U.S. and Europe.

Most Popular
In this article: