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KRAFT GENERAL FOODS ANNOUNCES STRATEGIC PARTNERSHIP WITH NIELSEN MARKETING RESEARCH

        KRAFT GENERAL FOODS ANNOUNCES STRATEGIC PARTNERSHIP WITH
                       NIELSEN MARKETING RESEARCH
    GLENVIEW, Ill., Feb. 28 /PRNewswire/ -- Kraft General Foods (KGF) announced today that it is forming a strategic partnership with Nielsen Marketing Research, who will become the company's sole supplier of scanner-based store sales information in North America.  Under the agreement, which was reached following discussions with both Nielsen and Information Resources, Inc., Nielsen will dedicate a team of its top professionals to serve the KGF account and work with the company in designing customized data services which more directly meet KGF's marketing needs.
    "Our partnership with Nielsen is a major step into the future of packaged goods marketing," said Bruce Harreld, senior vice president, Information Services, for KGF.  "We will develop new and unique ways of analyzing sales data that will enable us to target our marketing programs more effectively and make the most efficient use of our advertising and promotion dollars."
    Terms of the agreement, which is effective Jan. 1, 1993, were not disclosed.
    Kraft General Foods is the multinational food business of Philip Morris Companies Inc. (NYSE: MO).
    -0-        2/28/92
    /CONTACT:  Michael Mudd of Kraft General Foods, 708-646-2868/
    (MO) CO:  Kraft General Foods; Nielsen Marketing Research ST:  Illinois IN:  FOD SU: SH -- NY071 -- 3910 02/28/92 17:16 EST
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Publication:PR Newswire
Date:Feb 28, 1992
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