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July 23, 2010 

With the deal, the companies said they would be the No. 2 salty-snack company, with the top ranking in pretzels and sandwich crackers.

The new company will use Lance’s Charlotte offices as its corporate headquarters, with an additional headquarters in Snyder’s hometown of Hanover, Pa.

“(The merger) gives us an opportunity to be a better supplier to customers,” said David Singer, CEO of Lance. “When we go to a store, we’re going to be more important.”

The merger is good news for Lance, which has struggled to stay competitive against industry leader Frito-Lay, said Jet Hollander, a former snack industry executive and president of Pre-Eminence Strategy Group, a snack food consulting firm. The merger could give Lance more strength in pricing in a consolidated retail market, he said.

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