Word: cescau
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...strategy to improve on its performance in 2004, a rough year in which European ice cream sales fell nearly 10% and Unilever's overall pretax profits fell 36%. Unilever has since streamlined its corporate structure, jettisoning its dual-chairman arrangement for a single chairman and chief executive. Since Patrick Cescau took charge in February, he has focused on reviving sales growth with new products. One innovative Unilever idea: "Superfruit" flavors featuring fruits high in vitamins and minerals, like the acerola, which looks like a cherry and tastes like an apple--but with much more vitamin C. "It's not about...
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