Blog: Dean BestKraft's Cadbury bid wake-up call

Dean Best | 7 September 2009

Wowzer. There is nothing like the smell of a good story in the morning. Kraft's announcement that it has bid for Cadbury meant those Monday morning blues quickly vanished.

However, after Cadbury's rebuttal and swift announcement of its own, it's clear that Kraft's hard work will continue well past midday and into the days and weeks ahead.

A revised bid is very likely as Kraft seeks to win over a determined Cadbury board. If it wishes to remain independent, the UK confectioner will have some hard work of its own in demonstrating that it does not need to join forces with Kraft to grow and generate value for investors.

just-food is en route to London's Olympia for the unveiling of a new sustainability initiative for the global chocolate supply chain. Something, however, tells me the chatter will be less about the ethics of cocoa sourcing and more about the boardroom battle for one of the world's most renowned chocolate brands.


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