Kraft General Foods Canada is cutting the number of ad agencies used from nine to five, effective February 1994.

Kraft is consolidating its business with Leo Burnett, J. Walter Thompson, McKim Baker Lovick/BBDO, Ogilvy & Mather and Young & Rubicam.

Grey Advertising (Post cereals, Kool-Aid, Quench and Stove Top Stuffing), Bozell Palmer Bonner (Nabisco Shreddies), McCann-Erickson Advertising (Nabisco cereals) and Enterprise Advertising (Toblerone chocolate) are being dropped.

mbl/bbdo has been assigned children’s cereals, including Nabisco Shreddies and Post, and Stove Top Stuffing.

o&m adds adult cereals and Quench to its duties, and y&r will now handle Kool-Aid and Toblerone chocolate.

Burnett, which handles most of Kraft’s cheese products, is also taking over responsibility for the Cracker Barrel line of cheeses from jwt.

Kraft has been reviewing its agency lineup since receiving approval in January of this year for its purchase of the Nabisco ready-to-eat cereals division from RJR Nabisco Holdings for US$450 million.

Kraft General Foods Canada is a subsidiary of Kraft General Foods, part of Philip Morris Companies.