Nabisco / Kraft Biscuits

Nabisco is the umbrella name for the world's largest crackers and cookies business, whose brands includes such American favourites as Oreos, Chips Ahoy and Ritz crackers. Nabisco is now just another subsidiary of food giant Kraft, but for several years in the 1980s and 1990s the business was one of the two main arms of diversified conglomerate RJR Nabisco. That company made corporate history in 1988 as the target of the biggest ever leveraged buyout, a deal which set the tone for the greed mentality of the decade. Kraft's biscuit portfolio was expanded considerably in 2007 with the acquisition of the equivalent division at Danone, previously the global #2. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

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Nabisco website

Oreos	Barnum's Animals
Snackwells	Chips Ahoy!
Fig Newtons	Triscuit
Nilla	Honey Maid Grahams
Wheat Thins	Ritz

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