Kraft versus Cadbury

The repercussions of the takeover by Kraft of Cadbury continue. Organic chocolate maker Green & Black's was rumoured, last week, in the FT, to be looking for ways to extricate itself from Kraft. The firm's management is said to be struggling to retain an entrepreneurial spirit under the new regime.

Having worked on both Kraft and Cadbury business in my time in client service in agencies, I can understand where they are coming from. The 'impulse', 'fun', 'celebration' and 'indulgence' chocolate brands for which Cadbury is famous breed a fundamentally different culture from the pragmatic cupboard and kitchen staples for which Kraft is best known.