Kraft food brand

Cadbury brand. What’s in it for the Kraft Foods brand? (Updated)

Posted Wednesday 20, January 2010 by: JJG

To all intents and purposes, unless there is a last minute change by January 25th, it appears that global brand giant, Kraft Foods has succeeded in a £11.9bn bid to buy one the UK’s best loved brands, Cadbury.

Kraft increased its bid from an initial offer of 771p a share back in September 2009 to 840p plus a dividend (the equivalent of 8581/2 p, including the fee).

If and once the deal goes ahead, it will lead to the creation of the world’s biggest confectionary group with sales of nearly £37bn.

Kraft said it would own 40 confectionary brands with sales in excess of $100m.

From a regional branding perception stance, in the short term at least, such a deal could spell trouble ahead for the Bourneville brand.

Posted in Brand expert, Branding, Cadbury brand, Food, Kraft food brand, fmcg, fmcg brand | No Comments »>