Nestle wants control of Haagen-Dazs <BR>to challenge market leader Unilever

NEW YORK - Swiss food group Nestle intends to take full control of luxury ice-cream brand Haagen-Dazs, in a deal to challenge rival Unilever.

Nestle hopes to take complete control of Haagen-Dazs operations in the US, instead of operating as a joint venture with Diageo's Pillsbury food business.



Diageo completed the £7.7bn sale of Pillsbury to General Mills last week. The change of ownership allows Nestle to exercise a right in its contract to buy out Pillsbury's share of Haagen-Dazs in the US, estimated to be worth around $600m (£420m).



If the sale goes ahead, the Swiss group is expected to bid for the rest of the Haagen-Dazs' international business, owned by General Mills, which could value the brand at $1bn (£691m).



Nestle hopes that the brand will allow it to challenge Unilever, which last year bought Haagen-Dazs rival Ben & Jerry's for £362m.



Nestle is the second-largest ice-cream company in the world after market leader Unilever, which has a 16% market share.



Haagen-Dazs was founded in the US during the 1920s and has a chain of 650 cafes around the world. The brand launched in the UK in 1987.




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