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    Diamond Foods CEO: Heavy discounting on Kettle Chips damaged its brand equity

    Zoom in font  Zoom out font Published: 2012-11-16  Origin: bakeryandsnacks.com  Authour: Elaine WATSON  Views: 19
    Core Tip: Excessive discounting on Kettle Chips has damaged its premium positioning and hit margins, bosses at brand owner Diamond Foods have admitted.
    Speaking on the nuts and snack maker’s Q3, 2012 earnings call yesterday, CEO Brian Driscoll said: “This extraordinary brand[Kettle] continues to have potential for top-line growth and margin expansion.

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