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04 Aug 2011 10:13

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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.

18 Jan 2010 18:07

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Biz: Cadbury/Kraft merger: Mmm, Velveeta and Trident Gum …

  • $19 billion mash-up could be announced tomorrow source

12 Jan 2010 11:00

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Biz: Kraft/Cadbury merger: Chocolate & cheese candy bar closer to reality

  • Kraft only needs to improve their offer slightly to push through the deal. Kraft’s hostile takeover seems closer to reality than ever despite the fact that Cadbury had a solid 2009. Kraft needs to work fast, though – they have seven days to raise their offer to something a little more crumbelievable. source