Biz: How the cookie crumbles: Kraft to split food business in two
- before About 18 months ago, Kraft (an already big global brand it its own right) bought an equally big global brand — Cadbury, a brand which sells much more than chocolate eggs outside of the U.S. It was a buyout that Cadbury long rebuffed, by the way. Because, really, who wants to mix Velveeta and Trident gum, anyway?
- now The company, seeing that it had two distinctly different product portfolios with different strengths — groceries (like Maxwell House and Kraft cheeses) and snacks (like Oreo cookies and, well, Cadbury), decided to take these two halves and pull them apart, like an Oreo filled with sweet, sugary financial success. source
- » Part of a larger trend: A number of other companies have followed this splitting-the-company path lately — including Motorola, Sara Lee and Fortune, Inc. And just you wait. In a year or two, they’re all gonna want to put Humpty Dumpty back together again.