Glass and a half, full or empty?
Both Kraft and Hershey were interested in acquiring Cadbury’s. What do they both suggest to me? Cheese, Gromit, Cheese! Kraft ‘cos they make cheese, and Kershey because their apology for chocolate tastes of the stuff – if you think that’s unlikely try some and then tell me it doesn’t. So it seems Cadbury’s wasn’t going to escape the cheese monster one way or another.
Now there’s a big fuss, but is it justified? “What’s the worst that can happen?” Well, I think there are essentially two gaffs Kraft could make. Firstly, they could muck around with the recipe of our beloved Dairy Milk. Hands off! We don’t want it tasting of cheese, but we don’t want it “improved” into Belgian or Swiss chocolate either. Those guys think our British chocolate isn’t chocolate at all. If we wanted Belgian or Swiss chocolate, and sometimes we do, we’d buy some. Our Cadbury’s product is unique and we want it to stay that way.
Secondly, they could mess with the brand. Whatever the chocolate tastes like, you just ain’t going to enjoy is as much if it’s called Kraft. It will taste of cheese even if there’s none in it. Brands are about promises. Kraft promises easy to use cheese products, fine. Cadbury’s promises, well, not actually chocolate of course, but indulgence. You can’t get them confused.
It doesn’t really matter who owns the shares in the company, as long as the product tastes the same and the reassuring name is on the wrapper. Only time will tell if the new owners understand this.
Leave a comment to tell us what you think.
February 1st, 2010 at 3:02 pm
As someone who has visited Willy Wonka town, Hershey, PA, I can confirm whole heartedly the cheesiness of their product.
I guess I come at it from a slightly different angle. Cadbury is one of the companies with roots in the age of ethical business; at least companies that tried to provide for their employees’ wider needs. I am sure the reality might have been slightly less moral, but the Victorian era of Fry, Cadbury, Port Sunlight, etc. still inspires me. To lose this link with the past would be sad; but then they are highly unlikely to mess with the brand name.
Hershey espouse the same values and history too. The town is full of schools, clinics, libraries, etc named after the “great man”. Where are their equivalents today? So, I guess on balance I would prefer Hershey to Kraft in the competition.
February 1st, 2010 at 9:30 pm
1. We too love Cadbury’s chocolate the way it is and hope it isn’t changed. Ever.
2. Don’t forget those outlet stores that Cadbury’s have around the country, it would never work with the Kraft logo on the door!