Unilever Wants $300 Million for Toothpaste

Discussion
Apr 17, 2003
George Anderson

By George Anderson


A report on the web site The Deal says, Unilever is taking bids to sell its Aim, Mentodent, Pepsodent and Close-Up oral care brands.


According to the report, “The brands for sale generate about $450 million in annual revenue and will likely attract $300 million in a best-case scenario.”


Moderator’s Comment: What are your thoughts on Unilever’s
plans to pare back its brands?


Selling its toothpaste brands is part of Unilever’s plan
to concentrate its resources on top brands. According to The Deal, Unilever
“wants to increase the percentage of its sales generated from leading brands
to 95 percent by the end of 2004 from 89 percent at the end of 2002.”


The sale of Unilever’s oral care brands may prove, as
we’ve seen in other cases, that a business that is not big enough for one company
may have a

very large upside for another.
[George
Anderson – Moderator
]

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