Wednesday, March 13, 2013
In March 18, 2009, I wrote an article about my favourite chocolate beverage and a few months later, more precisely on September 7, 2009, Kraft made a £10.2 billion takeover offer for the long-established British confectionery group Cadbury. This bid was rejected, but in January 19, 2010, Cadbury finally approved a revised offer from Kraft, valuing the confectionery business at $19.5 billion (£11.5 billion).
This takeover was partially funded by the Royal Bank of Scotland (RBS).
Many people around the world, including customers and Cadbury's employees were against this takeover.
A proof of this discontempt arrived in March 2011, when Kraft Foods caused a national outrage when they sold the Somerdale site in Keynsham, near Bristol (UK) for £50million, after initially publically promising the continuity of production within the UK in order to win over support for the takeover from shareholders. Instead, production was immediately outsourced to Poland. Kraft’s CEO Irene Rosenfeld refused to explain her actions.
In October 2012, Kraft Foods Inc changed its name to Mondelēz International. Shortly thereafter it spun-off the Kraft Foods Group to its shareholders.
With all these moves, Kraft Foods consumer service in Portugal, which does not hold a good quality service according to my personal experience, is not able to inform why the Cadbury Drinking Chocolate is no longer available in Portugal, unless through direct import.
Mondelēz International, Inc. knows little about this situation and after contacting Cadbury in UK, which seems to be the main responsible for Cadbury Drinking Chocolate, it seems that reason may be poor sales.
Well, we all know that the global economy is not at it's higher level, but when the product was available on the shelves of Portuguese supermarkets, it would sell.
Maybe their sales team needs to learn something from their major competitor.