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Kraft Captures Cadbury

15th March 2010

After six months of wrangling Kraft has made a deliciously irresistible offer for Cadbury. The British company, founded in 1824, has been taken over by the massive American company, brought for a tasty £11.5 billion.  The British public are not entirely sure what may change at the popular confectionary conglomerate. Many are sceptical of Kraft, who – in order to buy Cadbury - have had to borrow money covering 60% of the bid. Many politicians and trade unions are also worried about possible job cuts; Cadbury employs over 5,600 jobs in the UK and Ireland, but 40,000 outside of the UK. Although the head of Kraft, Irene Rosenfeild has “great respect for Cadbury’s brands, heritage and people” it will be impossible to keep the British company the same. But doesn’t chocolate taste the same no matter who has produced it, so what’s the big deal? Perhaps it’s the loss of another independent British company? Here are your opinions on the takeover bid:

What are your views on the Kraft takeover?

I’m not sure what to expect from the takeover, therefore I don’t see it as good or bad

What are your fears/hopes for the new Cadbury?

I hope the price will go down, but I’m worried the taste will take a turn for the worst.What are your views on the Kraft takeover?

I’m unhappy about the situation – I think it’s upsetting that there is no true British industry left. It was a British institution. It’s ridiculous for a cheese company to take over a chocolate company. Ridiculous!

What are your fears/hopes for the new Cadbury?

That they will sack loads of people; that the company will be wiped out with no sales. 

What are your views on the Kraft takeover?

Disappointed. Business is too focused on profit rather than provide a service.

What are your fears/hopes for the new Cadbury?

I fear that in order to pay off the debt jobs will have to be cut – but not from America – from other countries where Cadburys was based.

Lucy Windall

The Review Online