Curiously Strong Mints Leave The Burbs Behind

USA Today: Wm. Wrigley Jr. announced Wednesday that it has completed its acquisition of Life Savers and Altoids brands from Kraft Foods and plans to shutter some factories and lay off about 500 workers.
The $1.46 billion cash deal also gives the Chicago-based gum maker several other brands, including Creme Savers, Sugus candies and some local and regional brands in the United States, Europe, Indonesia and Thailand.
Bill Wrigley Jr., Wrigley’s chairman and chief executive, said adding the brands “represents a significant reinforcement of our position as a world-class confectionery company.”
For Kraft, the sale unloads confectionary brands that generated just 1.6% of its $31 billion in revenue last year.
Wrigley also said it would sell the Trolli gummy candies brand

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


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