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Kraft sees a profit loss in first quarter

BY Jenna Duncan

NORTHFIELD, Ill. Kraft Foods reported a 13-percent drop in profit for first-quarter 2008 compared the first quarter 2007. This quarter craft had seen a one-time benefit from its Altria spinoff.

Kraft Wednesday reported that it earned 40 cents per share, or $608 million, or, on the sale of $10.37 billion in stock. Last year at the same time, Kraft reported earnings of 43 cents per share, or $702 million, on $8.59 billion revenue. Analysts have stated that they predicted at least 40 cents per share on sales of $9.77 billion.

In the January-March quarter, Kraft reported earnings of 44 cents each share.

Kraft said that it should see at least 5 percent revenue growth in 2008. A previous estimate, 4 percent growth, was lower. Kraft said that it still anticipates a year-end earning of $1.90 on each share.

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Pringles commences campaign for Stix

BY Jenna Duncan

NEW YORK To promote Pringles Stix, its inaugural baked product, Pringles is airing a TV commercial and print ad campaign, the company said.

Animated with a couple of stick figures—Mr. Pringles and a female partner—dancing to a disco song, the first 30-second spot aired Monday, April 28.

Deputy chief creative director at ad agency Grey, Rob Baiocco, said it was a challenge to create the campaign because the shape of the new Stix products is so different than any other Pringles product of the past. “Everything other than the stick itself screams Pringles,” he said.

The commercial will run on both cable and network TV. Other elements of the campaign include a 15-second spot, a print ad, an in-store presence and sample program utilizing Tupperware which will go into action next month. The campaign is the project of Grey marketing group’s G2 team.

Pringles Baked Wheat Stix come in four flavors; crunchy wheat, honey butter, pizza and vanilla, and are available from retailers nationwide.

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Mars rolls out Indiana Jones snack campaign

BY Jenna Duncan

McLEAN, Va. Mars Snackfoods U.S. has initiated a campaign in association with the new “Indiana Jones” movie.

To help launch “Indiana Jones and the Kingdom of the Crystal Skull,” Mars has created specially packaged M&M’s and Snickers candies and has developed an interactive Web site, as well as Indiana Jones print and TV spots.

The packaging of M&M’s new mint crisp chocolate candies features Indiana Jones-themed wrappers. A new flavor of Snickers has also been released [Snickers Adventure Bar] that contains added coconut and spice flavors. M&M’S cookie ice cream sandwiches and ice cream cones and Snickers ice cream bars will also have movie-themed packaging.

M&M’s and Indiana Jones fans can visit an interactive Web site at www.mms.com which has games that presents an online game, movie trailer and downloads, like themed wallpaper.

The M&M’s NASCAR race team will also have an “Indy”-themed car and plans to hold movie-related activities for guests at selected races.

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