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Sara Lee Frozen Bakery Gains Total Food View Advantage Through New Relationship with Nielsen

New York, NY — May 30, 2019 — Today, Nielsen (NYSE: NLSN) and Sara Lee® Frozen Bakery announced a new multi-year relationship. With this agreement, Nielsen will deliver a total food view across the entire store for Sara Lee Frozen Bakery’s brands, including Sara Lee® and Van’s® while honing in on strategic insights specific to the frozen and in-store bakery sector.

Sara Lee Frozen Bakery stands as one of America’s most beloved bakery brands. As consumer preferences continue to evolve and grow, companies are looking to data to gain a competitive advantage. Through this new relationship, Nielsen Product Insider and Nielsen’s panel data will guide Sara Lee Frozen Bakery’s strategic decisions, equipping their team with a deeper understanding of consumer performance and sentiment.

“Like our customers, we pride ourselves on staying on top of the latest trends,” said Carina Sarbaugh, Director of Marketing at Sara Lee Frozen Bakery. The visibility that Nielsen brings to the table with regard to ingredient tracking is invaluable. Beyond top quality data and analytics, we look forward to working with Nielsen to help us stay ahead of the curve as we advance our bakery business to meet evolving consumer trends.”

“Transparency is critical for the future of food,” said Susan Dunn, President, U.S. Sales at Nielsen. “Nielsen’s capabilities in capturing trends in the ingredient arena, through Nielsen Product Insider has become a critical business tool for many leading companies within the CPG space. Nielsen is proud to add Sara Lee Frozen Bakery to our roster of clients and look forward to fueling the growth of their frozen and bakery business.”

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

About Sara Lee® Frozen Bakery

Sara Lee® Frozen Bakery is a leading maker of frozen bakery and dessert products headquartered in the Chicago suburb of Oakbrook Terrace, Illinois and operating production and distribution facilities in Michigan and North Carolina. The company’s product lines include Sara Lee, Van’s, Chef Pierre® and Bistro Collection®. Each day the company’s nearly 1,300 employees delight consumers and deliver outstanding products, service and value to customers throughout the world. For more information visit



Genevieve Aronson

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