The dean of private label takes on a national brand. (Dean Foods Co.'s acquisition of General Foods Corp.'s Birds Eye frozen vegetable operation) (Frozen Foods in North America)

Quick Frozen Foods International, April, 1994 by Pierce, J.J.

Dean Foods Corp.'s recent aquisition Kraft-General Foods Corp.'s Birds Eye frozen vegetable operation is expected to boost the former's performance in the food and agribusiness market. Dean Foods CEO and Pres. Howard Dean believes that the company's latest achievement will allow it to implement an integrated marketing approach that offers private labels as well as regional and national brands. He also declared that Dean Foods will not sacrifice private labels, although it will concentate on developing the synergies of its new frozen vegetable business.

There'll always be a Bird's Eye, but now food retailers will can order both the national brand and their store brands from the same source.

Chances are that nine out of ten American consumers still haven't even heard...

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