LIPTON SELLS PURITAN BRAND
By Adnews Staff
Lipton has sold its Puritan canned stew business to J.R. Ouimet Inc. of Montreal. The move was made so Lipton could focus on its core categories, which include margarine, soups, side dishes and pasta sauces, as well as beverages. Lipton hasn't advertised the product in over 23 years because it is a competitive and price sensitive market. To maintain a profit on the line, the company could only afford to do in-store promotions, Lipton president Peter Elwood told Adnews this week. When promotions were done, they were handled in-house. J.R. Ouimet president Pierre Denault told Adnews yesterday it was too early to comment on how advertising will be handled for Puritan once the deal is closed, which is expected to be by the end of the year. Lipton markets Becel, Imperial and Monarch margarines, Lipton soups and side dishes, Ragu pasta and sauces, as well as Red Rose and Salada teas. Lipton is a unit of Unilever Canada. Ouimet markets the Cordon Bleu brand of canned meats.