P&G acquires Eagle Snacks name

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Procter & Gamble Co. on Monday announced it has acquired the Eagle Snacks trademark and brand name from Anheuser-Busch Cos. "The Eagle brand has very strong U.S. consumer awareness and a good quality image," said Steve Donovan, president of P&G's food and beverage division. He said P&G has no immediate plans to use the trademark but believes it offers "a strong opportunity for future growth."

A-B recently stopped selling Eagle Snacks after failing to capture a profitable bite of the salty-snacks market, which is dominated by PepsiCo's Frito-Lay brand. P&G recently became a major player in that market with federal approval of its Olean fat substitute, which it has licensed to Frito-Lay for the manufacture of fat-free snacks.

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