THOUGHTBEANS

Cadbury will be taken over by Kraft after a long take over battle acrosss the transatlantic for $19.5 billion. Cadbury focuses on candy which began operations in 1824. Cadbury being a British company has been a household name in many of the countries ruled by the Brits earlier. Kraft had earlier bid at a lower amount & since then there has been a takeover battle looming. The transatlantic deal would still have a lot of hurdles to be overcome & also the cultural differences. There is already fears of job losses in UK. Cadbury has become somewhat of a household name & would also have a lot of implications on its brand once the deal goes through. The Cadbury brand is associated with British. So the brand association of Cadbury becoming an American brand would need a brand transformation. This will create world’s biggest confectioner. There are already fears of Public outlash in Britain over the takeover.