of the direct selling business to Tupperware. In 2006, Sara Lee announced a new company wide campaign: "the joy of eating". The campaign was part of a restructuring at Sara Lee. 2006 featured the divestiture of Sara Lee's European meats and European branded apparel businesses. In addition, the corporation spun off to its shareholders the branded apparel, Americas/Asia, business, into a separate, publicly traded company called Hanesbrands Inc. Including the spin-off, Sara Lee raised more than $3.7 billion in proceeds as part of the company's transformation plan. In addition to the monetary benefits, the company became tightly focused on its core businesses: food, beverage, and household and body care. In 2008, Sara Lee sold off its Direct Store Delivery foodservice coffee business to Farmer Brothers for a reported $45 million. By 2009, Sara Lee was pursuing the sale of its household and body care business in their continuing effort to focus on core business. In April, Sara Lee launched a state-of-the-art research and development center named The Kitchens of Sara Lee, a campus at the company's headquarters in Downers Grove. On September 25, 2009, Sara Lee announced it accepted a binding offer by Unilever for €1.275 billion to sell its global body care and European detergents business. The transaction was approved by EU regulators in November of the following year. On November 9, 2010, Sara Lee said that by selling its North American Fresh Bakery unit to Grupo Bimbo, it could grow in other areas. The $959 million deal gave Sara Lee the right to continue using the Sara Lee name on frozen desserts and meat products. Grupo Bimbo was to use the Sara Lee name for fresh-baked products around the world except for Western Europe, Australia and New Zealand. The deal also gave Grupo Bimbo 41 baking plants, and the regional brands Grandma Sycamore's, Heiner's and Rainbo. On January 28, 2011, Sara Lee announced the company would be split into two units. The company said its North American operations (including Jimmy Dean, Ball Park and Hillshire Farm) would take the Hillshire Brands corporate name, while the international beverage and bakery businesses (including Douwe Egberts, Senseo, Pickwick, Maison du Café, L'OR, Café Pilão, and Marcilla) would constitute a separate unit named D.E Master Blenders 1753. Some analysts claimed splitting the business into two units would make a takeover more likely. Stockholders would have equal shares in both companies. In the