Cadbury rejects Kraft's £9.8bn hostile bid

LONDON - Cadbury has again rejected a £9.8bn hostile bid from food giant Kraft.

Today's proposed amount is the same as its original expression of interest in September.

Cadbury has branded the offer as "unattractive" and "derisory".

Cadbury has branded the offer ‘worse than the proposal that the board has previously rejected as fundamentally undervaluing Cadbury and its prospects'.

Kraft's share price has fallen since it made its original offer, thus reducing the value of the offer.

Kraft said it had agreed a £5.5bn credit facility with banks including Citigroup, Deutsche Bank and HSBC to finance the cash portion of its bid.

Tom Blackett, chairman at branding agency Siegel+Gale, said Kraft must change focus to look at how the consumer will benefit from any takeover.

'Kraft has said nothing about how it intends to improve the Cadbury range for the benefit of its millions of loyal customers,' said Blackett, formerly group deputy chairman at Interbrand.

He adds: 'Cadbury has been serving its public well for over 120 years; the public has reciprocated by buying its products, enjoying them, and buying them again. Yet Kraft have not mentioned once what they have in store for customers.'

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer