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Business plan proposal
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Business plan proposal
......Figure 2: 2009 Frozen Dessert Market Shares (estimated)
| | |
| |Major Player |
| |Est. 2009 Market Share Range |
| | |
| | |
| |Unilever PLC |
| |24.0% |
| | |
| | |
| |Dreyer's Grand Ice Cream Holdings, Inc. |
| |18.0% |
| | |
| | |
| |Dean Foods |
| |13.0% |
| | |
| | |
| |Wells' Dairy, Inc. |
| |12.0% |
| | |
| | |
| |Other |
| |33.0% |
| | |
| | |
Sources: (Gloria, 2008) (Securities and Exchange Filings by Unilever & Dreyers)
Of the entire series of competitors, Unilever PLC has the broadest distribution channels and series of alliances with grocery chains. Through acquisitions of Ben & Jerrys Homemade Ice Cream and Good Humor-Breyers Ice Cream, the company has grown to dominate the entire frozen desserts market within the U.S. and has a significant share globally as well. All of these competitors however have taken the traditional approach to frozen yogurt, offering only a very limited set of flavors, most often the most popular in their other products to save on costs. There is
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