Kraft Foods is to consolidate its Post breakfast cereal business
from three agencies to one. Edelman, Burson-Marsteller and New
York-based agency Hunter and Associates currently handle PR for the
business, which comprises 26 cereal brands, including Raisin Bran, Grape
Nuts and Alpha Bits. Kraft senior communications manager Pat Riso said
the company has contacted agencies and added that the change was being
made because Post’s PR had been ’fragmented’. Rival firms include
Kellogg’s, Nabisco and Nestle.