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MSN Money
Jell-O, that
jiggly dessert famously favored by Bill Cosby, could get the ax: analyst
By Trey Williams
Like its once-revered spokesman, Bill Cosby, the Jell-O brand has seen
the value of its brand erode precipitously.
In the aftermath of the announcement that Kraft Food Group Inc.
and H.J. Heinz Co. will join forces, Morningstar senior analyst Erin
Lash suggested that the Jell-O brand could be on the chopping block as
3G Capital Partners casts a critical eye on the Kraft portfolio.
“Despite investments to try and turn around the brand,” Lash said, “it
just doesn’t seem to be winning over consumers, for whatever reason.”
Jell-O is an iconic brand, and one that Kraft’s vice president of
corporate affairs, Russ Dyer, said the company still hopes to leverage.
“Jell-O is, with more than $500 [million] in annual sales, [owns]
leading share position in the ready-to-eat and dry packaged desserts
category, and extremely strong brand awareness and equity,” Dyer said
in a statement to MarketWatch.
“Jell-O [has] been in the lives of American families for over 100
years...
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