SBD/1/Sponsorships Advertising Marketing

QUAKER SHEDS SNAPPLE BUT HOLDS ON TO GATORADE

          Quaker Oats Co. sold Snapple beverages to N.Y.-based
     Triarc Cos. for $300M, according to Nancy Millman in the
     CHICAGO TRIBUNE.  Millman: "Analysts were unanimously
     pleased that Quaker was able to shed Snapple, its money pit,
     without having to sell Gatorade, its biggest cash-
     generator."  Gatorade had $1.4B in sales for Quaker in '96.
     Millman notes with about 80% of the sports drink market and
     Michael Jordan as its spokesperson, "it would seem that
     Gatorade's growth is guaranteed" (CHICAGO TRIBUNE, 3/29).

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