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Six shops will pitch for the $11 million Lender’s Bagels ad business next month as Aurora Foods has put its newest acquisition up for grabs.
Columbus, Ohio-based Aurora purchased the frozen and fresh bagel product line from Kellogg Co. in November. The acquisition was in keeping with Aurora’s strategy of buying undermarketed brands and attempting to revitalize them through increased exposure and new-product efforts.
Donald Hayes, Lender’s vice president and general manager, confirmed that Aurora roster shops Ogilvy & Mather in Chicago and Momentum in St.
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