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Chicago Tribune Marketing Column.
Byline: George Lazarus
Sep. 1--If Kellogg Co. becomes the successful bidder for Keebler Foods--and it's a big IF considering the other prominent suitors--the cereal maker's edge might be that it already has a working relationship with the Elmhurst-based cookie-cracker firm.
Under a co-packing arrangement, Keebler plants have been producing varieties of Pop-Tarts and Nutri-Grain bars for Kellogg--not the entire line of these snack items but a significant portion.
The Kellogg-Keebler relationship on Pop-Tarts dates back 30 years, and Keebler once manufactured most of that brand. Pop-Tarts were introduced in 1964; Nutri-Grain bars (a spinoff of the cereal) in 1991.
However, in the last decade or so, Kellogg has…
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