Kraft Foods International plans to consolidate its £250 million (€317.66 million) European media planning and buying activities.

Kraft is working with 14 agencies for planning and six for buying - in Ireland MindShare handles the business buying for brands such as Kenco coffee and Philadelphia cheese. Options for consolidation, including a single agency for all media activities within a country and across country clusters, will be considered. Mindshare, Media Edge, OMD, Carat, Zenith and CIA in Italy have been invited to pitch.