Cadbury plc (UK)

The former Cadbury Schweppes finally cut loose its soft drinks arm, now Dr Pepper Snapple Group, in 2008, and changed its name to Cadbury plc. It is now focused entirely on the confectionery sector, where it was until recently the global #1. Cadbury lost that position following the merger of Mars and Wrigley at the end of 2008. The heightened competition increased the likelihood of further consolidation within the sector, with an alignment of Cadbury with US company Hershey, or even global giants Nestle and Kraft. In the end, it was the latter company which came calling. An initial offer was rejected by Cadbury's board in September 2009, but Kraft finally secured victory in early 2010, following an increasingly bitter war of words, with an increased bid worth Ł11.9bn. In recent years, Cadbury has steadily strengthened its position, supporting its core Dairy Milk masterbrand and other chocolate products with the acquisition of several gum and mints businesses, including Adams, Stimorol and Hollywood. Until the Mars-Wrigley merger it was the only company active globally in all three segments of chocolate, sugar candy and gum. The merged Kraft/Cadbury will match or even overtake the Mars as the global leader. Advertising Age estimated global measured advertising expenditure of $425m in 2007, making Cadbury the world's #83 advertiser.

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Competitors: see Confectionery Sector for other companies

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Cadbury website

Cadbury's Dairy Milk	Stimorol
Trident	Crunchie
Miniature Heroes	Yowie
Creme Egg	Trebor Allan
Wedel	Stride
Green & Black's	The Natural Confectionery Company
Hollywood	Carambar
Certs	Bassett

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