State v. Kraft General Foods, Inc., 93 Civ. 0811(KMW).

Citation926 F. Supp. 321
Decision Date22 February 1995
Docket NumberNo. 93 Civ. 0811(KMW).,93 Civ. 0811(KMW).
PartiesSTATE of New York, Plaintiff, v. KRAFT GENERAL FOODS, INC., Nabisco Cereals, Inc., Nabisco, Inc., Philip Morris Companies Inc., RJR Nabisco Holdings Corp., and RJR Nabisco Inc., Defendants.
CourtUnited States District Courts. 2nd Circuit. United States District Courts. 2nd Circuit. Southern District of New York

COPYRIGHT MATERIAL OMITTED

Richard Schwartz, Gary J. Malone, George Sampson, Beth Farmer, Maria Del Monaco, Timothy Cone, Robert Abrams, Attorney General, New York City, for Plaintiff.

Craig A. Newman, Arnold & Porter, New York City, Abe Krash, Donna Patterson, March Coleman, Brooksley Born, Michael Geske, Steve Reade, Arnold & Porter, Washington, D.C., Theodore L. Banks, Geoffrey Kent, Kraft General Foods Inc., Northfield, IL, for Kraft.

Richard C. Weisberg, Simpson, Thacher & Bartlett, New York City, for Nabisco.

Craig A. Newman, Arnold & Porter, New York City, March Coleman, Arnold & Porter, Washington, DC, for Philip Morris Companies, Inc.

                                                 TABLE OF CONTENTS
                FINDINGS OF FACT ...................................................................... 325
                I.   Relevant Market Definition ....................................................... 325
                     A. Industry Overview ............................................................. 325
                     B. Relevant Geographic Market .................................................... 326
                     C. Relevant Product Market ....................................................... 326
                        1. Consumer Dynamics .......................................................... 326
                        2. Retail Customer Perspectives ............................................... 330
                        3. Competition From Products in Other Product Categories ...................... 331
                        4. Supply-Side Considerations ................................................. 332
                        5. Conclusion: the Relevant Product Market Is All RTE Cereals ................. 333
                II.  Market Share Measurement ......................................................... 335
                     A. Actual Shares of Market in 1992 ............................................... 335
                     B. Measurement of Nabisco Share .................................................. 336
                        1. Nabisco was in decline before its acquisition by KKR ....................... 336
                        2. Shift in Consumer Preferences .............................................. 336
                           a. Oat bran craze .......................................................... 337
                           b. Taste enhanced cereals .................................................. 337
                        3. Lack of effective advertising and distribution ............................. 337
                        4. Lack of full line of products .............................................. 337
                        5. Harvest strategy ........................................................... 338
                           a. "Harvest" limited to marginal brands .................................... 338
                           b. Nabisco continued to support Nabisco Shredded Wheat ..................... 338
                                i. Defense against Kellogg ............................................ 338
                               ii. Trade and consumer promotion spending .............................. 339
                              iii. Reformulation of Spoon Size ........................................ 339
                               iv. Transfer of RTE cereal to the Biscuit Division ..................... 339
                
                        6. Plaintiff's growth projection for Nabisco is unrealistic ................... 339
                           a. Dissatisfaction of lapsed users ......................................... 339
                           b. Plaintiff's erroneous assumptions ....................................... 340
                           c. Market share increase due to introduction of new cereals ................ 341
                        7. Conclusion: Nabisco's 1992 market share accurately reflects its
                            competitive significance .................................................. 342
                III. Likelihood that the Acquisition Will Produce Anticompetitive Coordinated
                       Effects ........................................................................ 342
                     A. Dimensions of Competition ..................................................... 342
                        1. There is No Evidence of Close Coordination in Price ........................ 342
                        2. Rubinfeld Pricing Analysis ................................................. 343
                        3. Retailers' Buying and Pricing Behavior ..................................... 343
                        4. Consumer Promotions ........................................................ 345
                        5. Advertising ................................................................ 346
                        6. New product introductions .................................................. 346
                        7. Quality improvements ....................................................... 347
                        8. Recent changes in firms' marketing strategies .............................. 347
                        9. Competition from private label cereals ..................................... 347
                       10. Shelving ................................................................... 349
                     B. Likelihood of Tacit Collusion with respect to Promotion Activities ............ 349
                     C. There is No Evidence that RTE Cereal Manufacturers Can, or Do, Punish
                          Competitors ................................................................. 350
                     D. Industry Profitability ........................................................ 351
                     E. Retailers Who Testified Support the Acquisition ............................... 351
                     F. Conclusion of Court-Appointed Expert .......................................... 351
                IV. Likelihood that the Acquisition Will Product Anticompetitive Unilateral Effects ... 352
                        Grape-Nuts and Nabisco Shredded Wheat Are Not Each Other's Closest
                     A.    Competitors ................................................................ 352
                        1. Grape-Nuts and Nabisco Shredded Wheat Are Physically Dissimilar ............ 352
                        2. Grape-Nuts and Nabisco Shredded Wheat Are Associated with
                             Different Attributes ..................................................... 352
                        3. Grape-Nuts and Nabisco Shredded Wheat Each Compete With a
                             Broad Array of Products .................................................. 352
                        4. Grape-Nuts and Nabisco Shredded Wheat Each Have Direct Form
                             Competitors .............................................................. 353
                        5. Grape-Nuts and Nabisco Shredded Wheat Appeal to Different Consumers ........ 353
                     B.   Grape-Nuts and Shredded Wheat Are Priced and Promoted Independently ......... 354
                     C.   Post-Acquisition Pricing and Promotion of Grape-Nuts and Nabisco
                            Shredded Wheat Does Not Support an Inference of Anticompetitive
                            Unilateral Effects ........................................................ 356
                     D.   Expert Opinions ............................................................. 356
                        1. Defendant's Expert's Conclusions ........................................... 356
                        2. Plaintiff's Expert's Conclusions ........................................... 357
                CONCLUSIONS OF LAW .................................................................... 358
                I.   The Relevant Market .............................................................. 359
                II.  Market Shares and Industry Concentration ......................................... 361
                III. Likelihood of Anticompetitive Effects ............................................ 363
                     A. Facilitation of Anticompetitive Coordinated Conduct ........................... 363
                     B. Promotion of Anticompetitive Unilateral Effects ............................... 365
                CONCLUSION ............................................................................ 366
                
OPINION & ORDER

KIMBA M. WOOD, District Judge.

Kraft General Foods, Inc. ("Kraft"), which owns Post cereals, entered into an agreement to buy the ready-to-eat ("RTE") cereal assets of Nabisco on November 12, 1992 (the "Acquisition"). The Federal Trade Commission reviewed the Acquisition pursuant to the requirements of the Hart-Scott-Rodino Antitrust Improvements Act of 1976, 15 U.S.C. § 18a. That Act's waiting period expired, without a challenge to the Acquisition, on December 24, 1992, and the Acquisition was consummated on January 4, 1993. Soon thereafter, the Nabisco assets were fully integrated into Kraft's Post Cereals Division.

On February 10, 1993, more than five weeks after the Acquisition was consummated, plaintiff, the State of New York's Attorney General (the "State"), initiated this suit seeking divestiture or recission pursuant to Section 7 of the Clayton Act, 15 U.S.C. § 18, Section 1 of the Sherman Act, 15 U.S.C. § 1, and the Donnelly Act, N.Y.Gen.Bus.Law §§ 340-344. Much of the procedural background of this case is set forth in the court's Opinion and Order of June 14, 1993, denying the State's first motion for a preliminary injunction. Familiarity with that opinion is assumed. The State maintains that the Acquisition may substantially lessen competition in what the State terms the adult RTE cereal market, or, in the alternative, in the entire RTE cereal market. The State seeks either (1) to rescind the transaction between Kraft and Nabisco, making it possible for Nabisco to reenter the RTE cereal business immediately, or (2) to divest Kraft of Nabisco's assets to another firm ("Newco") that could function in Nabisco's place as the sixth major competitor in the RTE market. By stipulation between the State and Nabisco, the action has been stayed as against Nabisco pending this court's determination of liability.

The State has twice moved for a preliminary injunction enjoining Kraft from implementing a proposed transition between its Post cereal brand and the Nabisco brand. The court denied both of the State's preliminary injunction motions, finding an insufficient threat of irreparable harm. After a...

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