KGF mum on Nabob

Kraft General Foods has yet to reveal how it will manage its latest acquisition, Nabob Foods of Burnaby, b.c.On Sept. 30., kgf announced the purchase of Nabob Foods, which comprises two divisions, Nabob Coffee Company and Lifestream Natural Foods, from Swiss...

Kraft General Foods has yet to reveal how it will manage its latest acquisition, Nabob Foods of Burnaby, b.c.

On Sept. 30., kgf announced the purchase of Nabob Foods, which comprises two divisions, Nabob Coffee Company and Lifestream Natural Foods, from Swiss businessman Andreas Suchard.

John Bell, Nabob Foods president and chief executive officer, says he ‘doesn’t know how this will shake out in the end.’

But Bell says Nabob’s ‘management team’ has agreed to stay on over the transition period.

Nabob Coffee’s vice-president of marketing is Diane Teer.

The coffee division’s marketing manager is Jonathan Cronin.

It is estimated Canadians spend nearly $650 million annually on packaged coffee.

Nabob Coffee makes and distributes prepackaged roast and ground coffee under the names Tradition, Summit of Colombia, African Safari Blend, South Pacific Blend, Full City Dark Roast and Milano Espresso Roast.

Nabob Coffee’s chief competitor is the Maxwell House brand, owned by kfg.

kgf spokesperson Nada Ristich says kgf has yet to determine whether Nabob Foods’ existing agency relationships will be affected by the merger.

Toronto’s Harrod & Mirlin handles Nabob’s coffee advertising, while the Vancouver office of Scali McCabe Sloves handles the Lifestream account.

Vancouver’s Palmer Jarvis Advertising is responsible for the company’s below-the-line advertising.

Media Buying Services of Toronto has the media account. PA