Corporate memory at Cadbury is short and selective
As Fiona Walsh wrote in her London Briefing column last week, after an eight week phoney war the battle between Kraft and Cadbury over the American conglomerate’s £10 billion (€ billion) hostile takeover bid for the British chocolate maker, now becomes a formal three month battle of wits.
Following the move into the formal takeover period Cadbury chairman Roger Carr wasted no time in dismissing the Kraft bid as derisory and labelling its American suitor as a “low growth conglomerate”. There is of course a slight undertone of snobbery here. On its corporate website 185-year old Cadbury trumpets its Quaker roots, its commitment to fair-trade and the wholesome milk that goes into its flagship chocolate product. Clearly the approaches from the maker of Capri Sun, Handi Snacks and Kraft Easy Mac Cups (don’t ask) are unwanted.
Watching one of those Saturday night top 50 shows on Channel 4 I was reminded just how short the corporate memory at Cadbury must be. Anyone remember Cadbury’s Smash from the 70s?
Cadbury and Kraft may have more in common than one side wants to admit. This is going to be a long and interesting battle.
