Dean sells Birds Eye, other brands

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Dean Foods Co., Franklin Park, Ill., said it agreed to sell its Green Bay, Wis.-based Dean Foods Vegetable Co., which markets under such brands as Birds Eye, Freshlike and VegAll, to Agrilink Foods (formerly Curtice-Burns Foods), Rochester, N.Y. Agrilink is a unit of Pro-Fac Cooperative. Dean, which acquired the Birds Eye vegetable brand from Kraft Foods in 1994, said the sale eliminates its vegetable operations, a $553 million business in fiscal 1998, and concentrates its business in three areas: dairy, pickles and specialty foods. Dean said it will receive approximately $400 million in cash plus Agrilink's aseptic foods business. Cramer-Krasselt, Milwaukee, has handled the account since Y&R Advertising, San Francisco, resigned the business earlier this year.

Copyright July 1998, Crain Communications Inc.

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