Cadbury

Cadbury, formerly Cadbury's and Cadbury

Schweppes, is a British multinational
confectionery company wholly owned by
Mondelez International (originally Kraft
Foods) since 2010. It is the second largest
confectionery brand in the world after
Mars.[2] Cadbury is internationally
headquartered in Uxbridge, west London,
and operates in more than 50 countries
worldwide. It is known for its Dairy Milk
chocolate, the Creme Egg and Roses
selection box, and many other
confectionery products. One of the best-
known British brands, in 2013 The Daily
Telegraph named Cadbury among Britain's
most successful exports.[3]
 Cadbury

Type Subsidiary

Industry Confectionery

Founded Birmingham, England

1824

Founder John Cadbury

Headquarters Uxbridge, London,

England
Key people Irene Rosenfeld,
(Chairman)
Dirk Van de Put, (CEO)

Products See list of Cadbury

products
Number of employees 71,657 (2008)[1]

Parent Mondelez International

Website www.cadbury.co.uk/  
Cadbury was established in Birmingham,
England in 1824, by John Cadbury who
sold tea, coffee and drinking chocolate.
Cadbury developed the business with his
brother Benjamin, followed by his sons
Richard and George. George developed the
Bournville estate, a model village designed
to give the company's workers improved
living conditions. Dairy Milk chocolate,
introduced in 1905, used a higher
proportion of milk within the recipe
compared with rival products. By 1914, the
chocolate was the company's best-selling
product. Cadbury, alongside Rowntree's
and Fry, were the big three British
confectionery manufacturers throughout
much of the nineteenth and twentieth
centuries.[4]

Cadbury was granted its first Royal

Warrant from Queen Victoria in 1854. It
has been a holder of a Royal Warrant from
Elizabeth II since 1955.[5] Cadbury merged
with J. S. Fry & Sons in 1919, and
Schweppes in 1969, known as Cadbury
Schweppes until 2008, when the American
beverage business was split as Dr Pepper
Snapple Group; the rights ownership of the
Schweppes brand had already differed
between various countries since 2006.
Cadbury was a constant constituent of the
FTSE 100 on the London Stock Exchange
from the index's 1984 inception until the
company was bought by Kraft Foods in
2010.[6][7]

History
1800–1900: Early history

An 1885 advertisement for Cadbury's Cocoa

In 1824, John Cadbury, a Quaker, began
selling tea, coffee and drinking chocolate
in Bull Street in Birmingham, England.[8][9]
From 1831 he moved into the production
of a variety of cocoa and drinking
chocolates, made in a factory in Bridge
Street and sold mainly to the wealthy
because of the high cost of production.[10]
In 1847, John Cadbury became a partner
with his brother Benjamin and the
company became known as "Cadbury
Brothers".[10] In 1847, Cadbury's
competitor Fry's of Bristol produced the
first chocolate bar (which would be mass-
produced as Fry's Chocolate Cream in
1866).[11] Cadbury introduced his brand of
the chocolate bar in 1849, and that same
year, Cadbury and Fry's chocolate bars
were displayed publicly at a trade fair in
Bingley Hall, Birmingham.[12] The Cadbury
brothers opened an office in London, and
in 1854 they received the Royal Warrant as
manufacturers of chocolate and cocoa to
Queen Victoria.[5] The company went into
decline in the late 1850s.[10]

1891 advertisement
John Cadbury's sons Richard and George
took over the business in 1861.[9] At the
time of the takeover, the business was in
rapid decline: the number of employees
had reduced from 20 to 11, and the
company was losing money.[9] By 1866,
Cadbury was profitable again.[9] The
brothers had turned around the business
by moving the focus from tea and coffee
to chocolate, and by increasing the quality
of their products.[9]
Cadbury Factory, Bournville is located on the south
side of Birmingham, England

The firm's first major breakthrough

occurred in 1866 when Richard and
George introduced an improved cocoa into
Britain.[10] A new cocoa press developed in
the Netherlands removed some of the
unpalatable cocoa butter from the cocoa
bean.[10] The firm began exporting its
products in the 1850s.[10][13] In 1861, the
company created Fancy Boxes — a
decorated box of chocolates — and in
1868 they were sold in boxes in the shape
of a heart for Valentine's Day.[11] Boxes of
filled chocolates quickly became
associated with the holiday.[11]

Manufacturing their first Easter egg in

1875, Cadbury created the modern
chocolate Easter egg after developing a
pure cocoa butter that could be moulded
into smooth shapes.[14] By 1893, Cadbury
had 19 different varieties of chocolate
Easter egg on sale.[14]
In 1878, the brothers decided to build new
premises in countryside four miles from
Birmingham.[9] The move to the
countryside was unprecedented in
business.[9] Better transport access for
milk that was inward shipped by canal, and
cocoa that was brought in by rail from
London, Southampton and Liverpool docks
was taken into consideration. With the
development of the Birmingham West
Suburban Railway along the path of the
Worcester and Birmingham Canal, they
acquired the Bournbrook estate,
comprising 14.5 acres (5.9 ha) of
countryside 5 miles (8.0 km) south of the
outskirts of Birmingham. Located next to
the Stirchley Street railway station, which
itself was opposite the canal, they
renamed the estate Bournville and opened
the Bournville factory the following year.

In 1893, George Cadbury bought 120 acres

(49 ha) of land close to the works and
planned, at his own expense, a model
village which would 'alleviate the evils of
modern more cramped living conditions'.
By 1900 the estate included 314 cottages
and houses set on 330 acres (130 ha) of
land. As the Cadbury family were Quakers
there were no pubs in the estate.[9]
In 1897, following the lead of Swiss
companies, Cadbury introduced its own
line of milk chocolate bars.[15] In 1899
Cadbury became a private limited
company.[15]

1900–1969

The packing room at Bournville, circa 1903

In 1905, Cadbury launched its Dairy Milk

bar, a production of exceptional quality
with a higher proportion of milk than
previous chocolate bars.[10] Developed by
George Cadbury Jr, it was the first time a
British company had been able to mass-
produce milk chocolate.[15] From the
beginning, it had the distinctive purple
wrapper.[15] It was a great sales success,
and became the company's best selling
product by 1914.[10] The stronger
Bournville Cocoa line was introduced in
1906.[10] Cadbury Dairy Milk and Bournville
Cocoa were to provide the basis for the
company's rapid pre-war expansion.[10] In
1910, Cadbury sales overtook those of Fry
for the first time.[15]
Cadbury's Milk Tray was first produced in
1915 and continued in production
throughout the remainder of the First
World War. More than 2,000 of Cadbury's
male employees joined the British Armed
Forces, and to support the British war
effort, Cadbury provided chocolate, books
and clothing to the troops.[16] George
Cadbury handed over two company-owned
buildings for use as hospitals – "The
Beeches" and "Fircroft", and the
management of both hospitals earned the
War Office's highest award.[16] Factory
girls, dubbed 'The Cadbury Angels',
volunteered to do the laundry of injured
soldiers recovering in the hospitals.[16]
After the war, the Bournville factory was
redeveloped and mass production began
in earnest. In 1918, Cadbury opened their
first overseas factory in Hobart, Tasmania.

Cadbury Wharf, Knighton, Staffordshire. It was

operated by Cadbury between 1911 and 1961 to
process locally collected milk and produce "chocolate
crumb" which was transported to Cadbury's in
Bournville.
In 1919, Cadbury merged with J. S. Fry &
Sons, another leading British chocolate
manufacturer, resulting in the integration
of well-known brands such as Fry's
Chocolate Cream and Fry's Turkish
Delight.[10] In 1921, the many small Fry's
factories around Bristol were closed down,
and production was consolidated at a new
Somerdale Factory, outside Bristol.[15]

Cadbury expanded its product range with

Flake (1920), Creme eggs (1923), Fruit and
Nut (1928), and Crunchie (1929, originally
under the Fry's label). By 1930, Cadbury
was the 24th-largest British manufacturing
company as measured by estimated
market value of capital.[10] Cadbury took
direct control of the under-performing Fry
in 1935.[15] Dairy Milk Whole Nut arrived in
1933, and tins of Roses were introduced in
1938.[17] Roses has become a very popular
Christmas (and Mother’s Day) gift.[18]

Chocolate ceased to be a luxury product

and became affordable to the working
classes for the first time.[15] By the mid-
1930s, Cadbury estimated that 90 percent
of the British population could afford to
buy chocolate.[19] By 1936, Dairy Milk
accounted for 60 percent of the UK milk
chocolate market.[15]
During World War II, parts of the Bournville
factory were turned over to war work,
producing milling machines and seats for
fighter aircraft. Workers ploughed football
fields to plant crops. As chocolate was
regarded as an essential food, it was
placed under government supervision for
the entire war. The wartime rationing of
chocolate ended in 1950, and normal
production resumed. Cadbury
subsequently invested in new factories
and had an increasing demand for their
products.[20] In 1952 the Moreton factory
was built.[21]
Cadbury has been a holder of a Royal
Warrant from Queen Elizabeth II since
1955.[5] In 1967, Cadbury acquired an
Australian confectioner, MacRobertson's,
beating a rival bid from Mars.[22] As a
result of the takeover, Cadbury built a 60
percent market share in the Australian
market.[22]

Schweppes merger (1969)

The Cadbury Schweppes logo used until the demerger

in 2008
Cadbury merged with drinks company
Schweppes to form Cadbury Schweppes in
1969.[23] Head of Schweppes, Lord
Watkinson, became chairman, and Adrian
Cadbury became deputy chairman and
managing director.[23] The benefits of the
merger were to prove elusive.[24]

The merger put an end to Cadbury's close

links to its Quaker founding family and its
perceived social ethos by instilling a
capitalist venturer philosophy in
management.[25]

In 1978, the company acquired Peter Paul,

the third largest chocolate manufacturer in
the United States for $58 million, which
gave it a 10 percent share of the world's
largest confectionery market.[26] The
highly successful Wispa chocolate bar
was launched in the North East of England
in 1981, and nationwide in 1984.[27] In
1982, trading profits were greater outside
of Britain than in the UK for the first
time.[24]

In 1986, Cadbury Schweppes sold its

Beverages and Foods division to a
management buyout known as Premier
Brands for £97 million.[28] This saw the
company divest itself of such brands as
Typhoo Tea, Kenco, Smash and Hartley
Chivers jam.[28] The deal also saw Premier
take the licence for production of Cadbury
brand biscuits and drinking chocolate.[28]

Meanwhile, Schweppes switched its

alliance in the UK from Pepsi to Coca-Cola,
taking a 51 percent stake in the joint
venture Coca-Cola Schweppes.[28] The
acquisition of Canada Dry doubled its
worldwide drinks market share, and it took
a 30 percent stake in Dr Pepper.[28] As a
result of these acquisitions, Cadbury
Schweppes became the third largest soft
drinks manufacturer in the world.[28] In
August 1988, the company sold its U.S.
confectionery operations to Hershey's for
$284.5 million cash plus the assumption
of $30 million in debt.[29]

Snapple, Mistic and Stewart's (formerly

Cable Car Beverage) were sold by Triarc to
Cadbury Schweppes in 2000 for
$1.45 billion.[30] In October of that same
year, Cadbury Schweppes purchased Royal
Crown from Triarc.[31] In 2003, Cadbury
Schweppes acquired Adams, the US
chewing gum operations of Pfizer Inc., for
$4.2 billion, making Cadbury the world’s
biggest confectionary company.[32] In
2005, Cadbury Schweppes acquired Green
& Black's for £20 million.[33]
Schweppes demerger

In March 2007, it was revealed that

Cadbury Schweppes was planning to split
its business into two separate entities: one
focusing on its main chocolate and
confectionery market; the other on its US
drinks business.[34] The demerger took
effect on 2 May 2008, with the drinks
business becoming Dr Pepper Snapple
Group and Cadbury Schweppes plc
becoming Cadbury plc.[35] In December
2008 it was announced that Cadbury was
to sell its Australian beverage unit to Asahi
Breweries.[36]
2007–2010

Cadbury's Somerdale Factory located in Keynsham

near Bristol, south west England (1921–2010)

In October 2007, Cadbury announced the

closure of the Somerdale Factory, in
Keynsham, Somerset, formerly part of
Fry's. Between 500 and 700 jobs were
affected by this change. Production
transferred to other plants in England and
Poland.[37]
In 2008, Monkhill Confectionery, the Own
Label trading division of Cadbury Trebor
Bassett was sold to Tangerine
Confectionery for £58 million cash. This
sale included factories at Pontefract,
Cleckheaton and York and a distribution
centre near Chesterfield, and the transfer
of around 800 employees.[38]

In mid-2009, Cadbury replaced some of

the cocoa butter in their non-UK chocolate
products with palm oil. Despite stating this
was a response to consumer demand to
improve taste and texture, there was no
"new improved recipe" claim placed on
New Zealand labels. Consumer backlash
was significant from environmentalists
and chocolate lovers in both Australia and
New Zealand, with consumers objecting to
both the taste from the cheaper
formulation, and the use of palm oil given
its role in the destruction of rainforests. By
August 2009, the company announced
that it was reverting to the use of cocoa
butter in New Zealand and Australia,
although palm oil is still listed as an
ingredient in Cadbury's flavoured sugar
syrup based fillings (where it referred to as
'vegetable oil').[39] In addition, Cadbury
stated they would source cocoa beans
through Fair Trade channels.[40] In January
2010 prospective buyer Kraft pledged to
honour Cadbury's commitment.[41]

Acquisition by Kraft Foods

On 7 September 2009, Kraft Foods made a

£10.2 billion (US$16.2 billion) indicative
takeover bid for Cadbury. The offer was
rejected, with Cadbury stating that it
undervalued the company.[42] Kraft
launched a formal, hostile bid for Cadbury
valuing the firm at £9.8 billion on 9
November 2009.[43] The UK Business
Secretary Peter Mandelson warned Kraft
not to try to "make a quick buck" from the
acquisition of Cadbury.[44]
On 19 January 2010, it was announced
that Cadbury and Kraft Foods had reached
a deal and that Kraft would purchase
Cadbury for £8.40 per share, valuing
Cadbury at £11.5bn (US$18.9bn). Kraft,
which issued a statement stating that the
deal will create a "global confectionery
leader", had to borrow £7 billion
(US$11.5bn) in order to finance the
takeover.[45]

The Hershey Company, based in

Pennsylvania, manufactures and
distributes Cadbury-branded chocolate
(but not its other confectionery) in the
United States and has been reported to
share Cadbury's "ethos".[46] Hershey had
expressed an interest in buying Cadbury
because it would broaden its access to
faster-growing international markets.[47]
But on 22 January 2010, Hershey
announced that it would not counter
Kraft's final offer.[48][49][50]

The acquisition of Cadbury faced

widespread disapproval from the British
public, as well as groups and
organisations including trade union
Unite,[51] who fought against the
acquisition of the company which,
according to Prime Minister Gordon
Brown, was very important to the British
economy.[52] Unite estimated that a
takeover by Kraft could put 30,000 jobs "at
risk",[46][53][54] and UK shareholders
protested over the mergers and
acquisitions advisory fees charged by
banks. Cadbury's M&A advisers were UBS,
Goldman Sachs and Morgan
Stanley.[55][56][57] Controversially, RBS, a
bank 84% owned by the United Kingdom
Government, funded the Kraft
takeover.[58][59]

Cadbury World exhibition at the Library of Birmingham

Cadbury World exhibition at the Library of Birmingham,
July 2016. A tribute to Shakespeare (born 22 miles
south east of the city), Shakespeare's Globe theatre

(left) and a manuscript are made from Cadbury

chocolate.

On 2 February 2010, Kraft secured over

71% of Cadbury's shares thus finalising the
deal.[60] Kraft had needed to reach 75% of
the shares in order to be able to delist
Cadbury from the stock market and fully
integrate it as part of Kraft. This was
achieved on 5 February, and the company
announced that Cadbury shares would be
de-listed on 8 March.[61] On 3 February, the
Chairman Roger Carr, chief executive Todd
Stitzer and chief financial officer Andrew
Bonfield[62] all announced their
resignations. Stitzer had worked at the
company for 27 years.[63] On 9 February,
Kraft announced that they were planning
to close the Somerdale Factory,
Keynsham, with the loss of 400 jobs.[64]
The management explained that existing
plans to move production to Poland were
too advanced to be realistically reversed,
though assurances had been given
regarding sustaining the plant. Staff at
Keynsham criticised this move, suggesting
that they felt betrayed and as if they have
been "sacked twice".[65] On 22 April 2010,
Phil Rumbol, the man behind the famous
Cadbury Gorilla advertisement, announced
his plans to leave the Cadbury company in
July following Kraft's takeover.[66]

The European Commission decided that

Kraft would have to divest Cadbury's
confectionery businesses in Poland
(Wedel) and Romania (Kandia). In June
2010, the Polish division, Cadbury-Wedel,
was sold to Lotte of Korea. As part of the
deal Kraft will keep the Cadbury, Hall's and
other brands along with two plants in
Skarbimierz. Lotte will take over the plant
in Warsaw along with the E Wedel
brand.[67] Kandia was sold back to the
Meinl family, which had owned the brand
from 2003 to 2007.[68]

On 4 August 2011, Kraft Foods announced

they would be splitting into two companies
beginning on 1 October 2012. The
confectionery business of Kraft became
Mondelez International, of which Cadbury
is a subsidiary.[69][70]

In response to diminishing margins in

early 2014, Mondelez hired Accenture to
implement a US$3 billion cost-cutting
programme of the company's assets
including Cadbury and Oreo. Beginning in
2015, Mondelez began closing Cadbury
factories in several developed countries
including Ireland, Canada, the United
States, and New Zealand and shifting
production to "advantaged" country
locations like China, India, Brazil, and
Mexico. The closure of Cadbury factories
in centres such as Dublin, Montreal,
Chicago, Philadelphia, and Dunedin in New
Zealand generated outcries from the local
populations. The plan received approval
from several market shareholders
including the Australian and New Zealand
banks Westpac and ASB Bank.[71][72][73]

In January 2017, Cadbury became the

official snack partner of the Premier
League, and sponsors the Premier League
Golden Boot and Premier League Golden
Glove awards.[74]

Operations
Head office

Cadbury’s office block in Bournville

Cadbury has its head office at Cadbury

House in the Uxbridge Business Park in
Uxbridge, London Borough of Hillingdon,
England.[75] The company occupies 84,000
square feet (7,800 m2) of leased space
inside Building 3 of the business park,[76]
which it shares with Mondelez's UK
division.[77] After acquiring Cadbury, Kraft
confirmed that the company would remain
at Cadbury House.[78]

Cadbury relocated to Uxbridge from its

previous head office at 25 Berkeley Square
in Mayfair, City of Westminster in 2007 as
a cost-saving measure.[79][80] In 1992, the
company leased the space for £55 per 1
square foot (0.093 m2);[76] by 2002 this
had reached £68.75 per square foot.[79]
Production sites

Bournville

The founder’s son George Cadbury established

Bournville

Located four miles south of Birmingham,

England, the Cadbury plant in Bournville
was opened in 1879 by company founder
John Cadbury’s son George, whose aim
was that one-tenth of the Bournville estate
should be "laid out and used as parks,
recreation grounds and open space." It
subsequently became known as "the
factory in a garden".[81] Cadbury’s dark
chocolate bar, Bournville, is named after
the model village, and was first sold in
1908.[82]

Bournville employs almost 1,000

people.[83] In 2014, Mondelez announced a
£75 million investment in the site,[83] with
Cadbury stating it “reinforces Bournville’s
position at the heart of the British
chocolate industry”.[84]
Bournville is home to Mondelez's Global
Centre of Excellence for Chocolate
research and development, so every new
chocolate product created by Cadbury
starts life at the Birmingham plant.[83]

Markets
United Kingdom

Cadbury
Founded 1824

Headquarters Bournville, Birmingham,

England

Website www.cadbury.co.uk/  
The confectionery business in the UK is
called Cadbury (formerly Cadbury Trebor
Bassett) and, as of August 2004, had eight
factories and 3,000 staff in the UK.
Mondelez also sells biscuits bearing the
Cadbury brand, such as Cadbury Fingers.
Cadbury also owns Trebor Bassett, Fry's
and Maynards.

Ice cream based on Cadbury products, like

99 Flake, is made under licence by
Frederick's Dairies. Cadbury cakes and
chocolate spread are manufactured under
licence by Premier Foods, but the cakes
were originally part of Cadbury Foods Ltd
with factories at Blackpole in Worcester
and Moreton on the Wirral, with
distribution depots throughout the UK.

Other Kraft subsidiaries in the UK include

Cadbury Two LLP, Cadbury UK Holdings
Limited, Cadbury US Holdings Limited,
Cadbury Four LLP, Cadbury Holdings
Limited, and Cadbury One LLP.

Ireland

Cadbury Easter egg hunt in Dublin

Cadbury Ireland Limited is based in
Coolock in Dublin, where the headquarters
of Cadbury Ireland are located, and
Tallaght. The third is in Rathmore, County
Kerry. Products made by Cadbury in
Ireland include Cadbury Dairy Milk Range,
Cadbury Twirl, Cadbury Cadbury Snacks
Range Flake and Boost (formerly Moro).
Cadbury used to produce the Time Out bar
in Ireland for the European market
however this production was moved to
Poland.[85]

United States
 Cadbury
Founded December 2002

Headquarters Parsippany-Troy Hills,

New Jersey, United
States

Products Trident, Certs, Chiclets,

Halls (cough drop)

Website www.cadbury.co.uk/  

Cadbury Adams produces candy, gum,

breath mints and cough drops. It is
headquartered in Parsippany, New Jersey.
The company was formed after the then
Cadbury Schweppes purchased the
Adams brand from Pfizer in December
2002 for US$4.2 billion.
American Chicle was purchased by
Warner-Lambert in 1962; Warner-Lambert
renamed the unit Adams in 1997 and
merged with Pfizer in 2000.

In 1978, Cadbury merged with Peter Paul,

makers of Mounds and Almond Joy.[86] In
1988, The Hershey Company acquired the
U.S. rights to their chocolate business.
Accordingly, although the Cadbury group's
chocolate products have been sold in the
U.S. since 1988, the products are
manufactured by Hershey, causing
complaints by consumers, who claim they
are inferior to the originals.[87] Before the
May 2008 demerger, the North American
business also contained beverage unit
Cadbury Schweppes Americas Beverages.
In 1982, Cadbury Schweppes purchased
the Duffy-Mott Company.[88]

Cadbury Adams' products include:

Maynards
Wine Gums (original and Sour)
Swedish Fish
Swedish Berries
Juicy Squirts (Sours, Citrus, and
Berry)
Original Gummies
Fuzzy Peach
 Sour Chillers
Sour Patch Kids
Mini Fruit Gums
Sour Cherry Blasters
Fruit Mania
Bassett's Liquorice Allsorts
Gum
Black Jack chewing gum
Bubbaloo bubble gum
Bubblicious bubble gum
Chiclets
Clorets
Dentyne
Freshen Up Gum
 Sour Cherry Gum (Limited)
Sour Apple Gum (Limited)
Stride
Trident
Other
Certs breath mints
Halls (cough drop)
Discontinued products
Beemans chewing gum
Cinn*a*Burst gum
Clove gum
Fruit*a*Burst gum
Mint*a*Burst gum
Sparkies
Australia

Milk processing plant at Cooee, Burnie, Tasmania.

Cadbury's products were first imported

into Australia as early as 1853 when 3
cases of Cadbury's cocoa and chocolate
were advertised for sale in Adelaide.[89]
Cadbury's first overseas order in 1881 was
made for the Australian market. In 1919,
as part of its plans to expand
internationally, the company decided to
build a factory in Australia. In 1920
Claremont, Tasmania was chosen for the
location because of its close proximity to
the city of Hobart, good source of
inexpensive hydro-electricity and plentiful
supply of high-quality fresh milk. The first
products from the factory were sold in
1922.[90] The Claremont factory was
modelled on Bournville, with its own village
and sporting facilities.[91][92] Cadbury
operates three Australian factories; two in
Melbourne, Victoria (Ringwood and
Scoresby), and one in Hobart, Tasmania
(Claremont). Cadbury also operates a milk-
processing plant in Cooee, Tasmania.
Claremont factory was once a popular
tourist attraction and operated daily tours;
however, the factory ceased running full
tours mid-2008, citing health and safety
reasons.[93] Cadbury has been upgrading
its manufacturing facility at Claremont,
Tasmania, Australia, since 2001.[94]

On 27 February 2009, the confectionery

and beverages businesses of Cadbury
Schweppes in Australia were formally
separated and the beverages business
began operating as Schweppes Australia
Pty Ltd. In April 2009, Schweppes Australia
was acquired by Asahi Breweries.[95] In
late June 2012, Cadbury introduced
Marvellous Creations a new chocolate
range with three flavours – Peanut Toffee
Cookie, Jelly Crunchie Bits or Jelly
Popping Candy Beanies covered in Dairy
Milk Chocolate.[96]

In 2015 the Australian Cadbury, factory

located in Hobart, reduced its work force
by 80[97] and in 2017 closed its visitor's
centre.[98] In August 2017 Cadbury
announced that 50 workers will be shed
from its Hobart factory.[99] Within Australia
there is debate regarding halal
certification. Many of Cadbury's products
are halal certified.[100] This certification
has generated controversy, especially from
One Nation politician Pauline
Hanson.[101][102]
New Zealand

Former factory in Dunedin

Cadbury had also operated a factory in

Dunedin in New Zealand's South Island
until its closure in March 2018. In 1930,
Cadbury partnered with local
confectionery businessman Richard
Hudson, who owned a chocolate,
confectionery, biscuit factory on Castle
Street. Hudson's factory was rebranded as
Cadbury Hudson and later became known
as the Cadbury Confectionery.[103][104][105]
Cadbury later established a second factory
in Auckland in the North Island. In 2003,
Cadbury established a tourist attraction on
the premises of the Dunedin factory
known as Cadbury World, which featured a
large chocolate waterfall. In 2007, Cadbury
closed down its Auckland factory, leading
to the loss of 200 jobs. In 2009, the
Cadbury Dunedin factory attracted
criticism from consumers and local
environmentalists when it replaced cocoa
butter with palm oil. In response, the
company backtracked but still retained
palm oil as a filling some ingredients. Over
the next several years, Cadbury began
downsizing its products, including
trimming chocolate blocks in 2015.[106]

On 16 February 2017, it was reported that

Cadbury would be closing its factory in
Dunedin, New Zealand by March 2018.
This is estimated to lead to the loss of 350
jobs. Amanda Banfield, Mondelez's vice-
president for Australia, New Zealand, and
Japan, clarified that the closure was done
due to Mondelez's decision to shift
chocolate manufacturing to Cadbury's
Australian factories.[104][107][108] However,
Mondelez has also confirmed that
Dunedin's Cadbury World tourist attraction
would remain open due to its popularity
with tourists.[109]

Following four weeks of consultations with

local Cadbury employees, the Mayor of
Dunedin Dave Cull, and local trade union
representatives, Banfield confirmed that
the closure would go ahead the following
year due to the lack of viable options to
continue production in New Zealand. She
also confirmed that Cadbury would offer a
redundancy support package to staff and
would also sponsor staff willing to move
to Australia to work. Mondelez also
confirmed that it was looking for a third-
party manufacturer to continue making
Cadbury's New Zealand brands Pineapple
Lumps, Jaffas, Chocolate Fish and Buzz
Bar.[110] In early June 2017, local city
councillor Jim O'Malley and a group of
volunteers launched a crowdfunding
campaign to keep the Dunedin factory
running on a portion of the site.[111] They
formed a group called Dunedin
Manufacturing Holdings (DMH). Despite
generating NZ$6 million in funds, DMH
abandoned its bid on 22 June due to
Mondelez's stringent production and
supply requirements and difficulties in
acquiring manpower and machinery.
Mondelez has also indicated that it is
negotiating with two local chocolate
companies to ensure the production of
iconic local brands such as Pineapple
Lumps, Jaffas, Chocolate Fish, Buzz Bars,
and Pinky Bars in New Zealand.[112]
Following the failure of DMH's bid,
spokesperson O'Malley announced on 12
September that his group would launch a
new crowdfunding campaign to buy and
expand local craft chocolate manufacturer
OCHO (the Otago Chocolate
Company).[113]

On 17 October 2017, Cadbury announced

that it would be shifting all production of
its New Zealand brands to Australia after
failing to find a local supplier. The
termination of New Zealand production
will take effect in March 2018. Mondelez's
New Zealand country head James Kane
confirmed the shift on the grounds that the
production of Cadbury products would
require certain technologies, production
processes and skills that local New
Zealand manufacturers lacked.[114][115]

On 4 May, it was reported that the Dunedin

Cadbury World would be closing down
after the Ministry of Health purchased the
entire former Cadbury factory site to make
way for a new public hospital. Mondelez
area vice-president Banfield confirmed
that Cadbury had sold the former factory
site to the Ministry of Health for an
undisclosed amount.[116][117][118]

Canada

Cadbury Canada produces and imports

several products that are sold under the
Cadbury and Maynards labels, including
the following:
Cadbury
Dairy Milk (various flavours)
Crunchie
Crispy Crunch
Starbar as Wunderbar
Cadbury Coconut
Mr. Big
Caramilk
Flake
Creme Egg
Mini Eggs
Pep

Maynards
 Wine Gums
Sour Wine Gums
Swedish Berries
Swedish Fish
Sour Patch Kids
Juicy Squirts

Cadbury Canada is now part of Mondelez

Canada and products are featured on the
Snackworks website.

India
 Cadbury
Founded 19 July 1948

Headquarters Mumbai, India

Key people Anand Kripalu,

Managing Director[119]

Products Cadbury Dairy Milk, 5-

star, Perk, Gems,
Eclairs, Oreo and
Bournvita

Number of employees 2000

Website www.cadbury.co.uk/  

In 1948, Cadbury India began its

operations in India by importing
chocolates. On 19 July 1948, Cadbury was
incorporated in India. It now has
manufacturing facilities in Thane, Induri
(Pune) and Malanpur (Gwalior),
Hyderabad, Bangalore and Baddi
(Himachal Pradesh) and sales offices in
New Delhi, Mumbai, Kolkata and Chennai.
The corporate head office is in Mumbai.
The head office is presently situated at
Pedder Road, Mumbai, under the name of
"Cadbury House". This monumental
structure at Pedder Road has been a
landmark for the citizens of Mumbai since
its creation. Since 1965 Cadbury has also
pioneered the development of cocoa
cultivation in India. For over two decades,
Cadbury has worked with the Kerala
Agricultural University to undertake cocoa
research.[120][121]

Currently, Cadbury India operates in five

categories – Chocolate confectionery,
Beverages, Biscuits, Gum and Candy. Its
products include Cadbury Dairy Milk, Dairy
Milk Silk, Bournville, 5-Star, Temptations,
Perk, Eclairs, Bournvita, Celebrations,
Gems, Bubbaloo, Cadbury Dairy Milk
Shots, Toblerone, Halls, Bilkul, Tang, and
Oreo.[122][123]

It is the market leader in the chocolate

confectionery business with a market
share of over 70%.[124] On 21 April 2014,
Cadbury India changed its name to
Mondelez India Foods Limited.[125] In
2017, Cadbury/Mondelez agreed to pay a
$13 million FCPA penalty for making illicit
payments to government officials to obtain
licences and approvals to build a factory in
Baddi.[126][127]

Malta

In 2012, Alf Mizzi & Sons Marketing (Ltd)

took over the importation and distribution
of Cadbury, as well as several other
Mondelez brands. Most of the Cadbury
products are imported directly from the
UK. The advertising of the brand was
taken over by Sloane Ltd., which proved to
be highly successful in creating market
specific commercials, reaching more of
the Maltese population than ever through
digital advertising.

Advertising

The signature logo as displayed at Cadbury World in

Bournville, England. The company chose purple as it
was Queen Victoria’s favourite colour.[128]
The Cadbury signature logo is derived
from the signature of William Cadbury.[129]
It was adopted as the worldwide logo in
the 1970s.[129]

Cadbury famously trademarked the colour

purple for chocolates with registrations in
1995[130] and 2004.[131] However, the
validity of these trademarks is the matter
of an ongoing legal dispute following
objections by Nestlé.[132][133]

The 2007 Gorilla advertisement promoting

Cadbury Dairy Milk – featuring Phil Collins
“In the Air Tonight”, won numerous
awards, including Gold at the British
Television Advertising Awards in 2008.[134]
Four commercials for Cadbury products
featured in the top 50 of Channel 4’s 2000
UK poll of the "100 Greatest Adverts".
Cadbury Flake, featuring Flake Girl, was
ranked 26th, Cadbury Dairy Milk Fruit &
Nut, featuring the slogan 'Everyone's a fruit
and nutcase' sung by comedian Frank
Muir, ranked 36th, Fry's Turkish Delight,
with the slogan ‘Full of Eastern Promise'
accompanied with model Jane Lumb,
ranked 37th, and Cadbury Milk Tray (which
since 1968 has been advertised by the
'Milk Tray Man', a tough James Bond–style
figure who undertakes daunting 'raids' to
surreptitiously deliver a box of Milk Tray
chocolates to a lady),[135] the “Avalanche”
advert where he races ahead of it to
deliver the chocolates, ranked 48th.[136]

Executive pay
In 2008, Todd Stitzer, Cadbury's CEO, was
paid a £2,665,000 bonus. Combined with
his annual salary of £985,000 and other
payments of £448,000 this gives a total
remuneration of over £4 million.[137]

Accounting
In July 2007, Cadbury Schweppes
announced that it would be outsourcing its
transactional accounting and order
capture functions to Shared Business
Services (SBS) centres run by a company
called Genpact (a businesses services
provider) in India, China, and Romania.
This was to affect all business units and
be associated with US and UK functions
being transferred to India by the end of
2007, with all units transferred by mid-
2009. Depending on the success of this
move, other accounting Human Resources
functions may follow. This development is
likely to lead to the loss of several hundred
jobs worldwide, but also to several
hundred jobs being created, at lower
salaries commensurate with wages paid in
developing countries.[138]
Products

Cadbury chocolate stall at London’s Heathrow Airport

Major chocolate brands produced by

Cadbury include the bars Dairy Milk,
Crunchie, Caramel, Wispa, Boost, Picnic,
Flake, Curly Wurly, Chomp, and Fudge;
chocolate Buttons; the boxed chocolate
brand Milk Tray; and the twist-wrapped
chocolates Heroes which are most
popular around holidays, such as
Christmas and Halloween.
As well as Cadbury's chocolate, the
company also owns Maynards and Halls,
and is associated with several types of
confectionery including former Trebor and
Bassett's brands or products such as
Liquorice Allsorts, Jelly Babies, Flumps,
Mints, Black Jack chews, Trident gum, and
Softmints. Global sales of Cadbury
products amounted to £491M in the 52
weeks to 16 August 2014.[139]

A Cadbury Wispa chocolate bar that has been split in

half. These are available in the UK.
A Cadbury Dairy Milk Caramel bar in its foil wrapper

A Cadbury Flake split in half. They are popular served

in ice cream in a cone ("99 Flake").

Cadbury Creme Eggs are sold between New Year’s Day

and Easter
Notable product introductions include:

1866: Cocoa Essence

1875: Easter Eggs
1897: Milk Chocolate and Fingers
1905: Dairy Milk
1908: Bournville
1914: Fry's Turkish Delight
1915: Milk Tray
1920: Flake
1923: Creme Egg (launched as Fry's)
1926: Cadbury Dairy Milk Fruit & Nut
1929: Crunchie (launched as Fry's)
1938: Roses
1948: Fudge
1958: Picnic
1960: Dairy Milk Buttons
1965: Cadbury Eclairs
1968: Aztec
1970: Curly Wurly
1974: Snack
1976: Double Decker
1976: Starbar
1981: Wispa (relaunched 2007)
1985: Boost
1987: Twirl
1992: Time Out
1995: Wispa Gold (relaunched 2009 and
2011)
1996: Fuse (promotional relaunched
2015)
1999: Heroes
2001: Brunch Bar, Dream and Flake
2009: Dairy Milk Silk[140]
2010: Dairy Milk Bliss
2011: Big Race oreo
2012: Marvellous Creations and
Crispello
2014: Pebbles
2014: Bubbly
2016: Cadbury Silk Oreo
Controversies
2006 salmonella scare

On 20 January 2006, Cadbury Schweppes

detected a strain of the Salmonella
Montevideo (SmvdX07) bacteria, affecting
seven of its products.[141][142] The
contamination was caused by a leaking
pipe, from which waste water dripped onto
a chocolate crumb production line at the
company's plant in Marlbrook,
Herefordshire.[143][144] It was not until
around six months after the leak was
detected that Cadbury Schweppes notified
the Food Standards Agency, a delay which
Cadbury Schweppes was unable to explain
satisfactorily, and for which it was
criticised.[141][145] The Food Standards
Agency ordered the company to recall
more than a million chocolate bars.[146] In
December 2006, the company announced
that the cost of dealing with the incident
reached £30 million.[147]

In April 2007, Birmingham City Council

announced that it would be prosecuting
Cadbury Schweppes in relation to three
alleged offences of breaching food safety
legislation. At that time, the Health
Protection Agency identified 37 people
who had been infected with Salmonella
Montevideo.[148][143] One of the alleged
victims had to be kept on a hospital
isolation ward for five days after eating a
Cadbury's caramel bar.[149] An
investigation that was carried by
Herefordshire Council led to a further six
charges being brought.[147] The company
pleaded guilty to all nine charges,[150][151]
and was fined one million pounds at
Birmingham Crown Court—the sentencing
of both cases was brought together.[152]
Analysts have said the fine is not material
to the group, with mitigating factors
limiting the fine being that the company
quickly admitted its guilt and said it had
been mistaken that the infection did not
pose a threat to health.[152]
2007 recalls

On 10 February 2007, Cadbury recalled a

range of products due to a labelling error.
The products were produced in a factory
handling nuts, potential allergens, but this
was not made clear on the packaging. As
a precaution, all items were recalled.[153]

On 14 September 2007, Cadbury

Schweppes investigated a manufacturing
error over allergy warning, recalling for the
second time in two years thousands of
chocolate bars. A printing mistake at
Somerdale Factory resulted in the
omission of tree nut allergy labels from
250g Dairy Milk Double Chocolate
bars.[154]

2008 melamine contamination in

China

On 29 September 2008, Cadbury withdrew

all of its 11 chocolate products made in its
three Beijing factories, on suspicion of
contamination with melamine. The recall
affected the mainland China markets,
Taiwan, Hong Kong and Australia.[155]
Products recalled included Dark
Chocolate, a number of products in the
'Dairy Milk' range and Chocolate
Éclairs.[156]
2009 hydrogenation

Cadbury continues to use hydrogenated

oils in many of its signature products.
Although trans fats are present, the
nutrition labels round the values down to
zero.[157]

2014 pork traces in Malaysia

Cadbury recalled two chocolate products

after it was tested positive for traces of
pork DNA, namely Cadbury Dairy Milk
Hazelnut and Cadbury Dairy Milk Roast
Almond.[158] The traces were found during
a periodic check for non-halal ingredients
in food products by the Ministry of Health
in Malaysia which on 24 May 2014 said
two of three samples of the company's
products may contain pork traces.[159]

On 2 June 2014, Malaysia's Department of

Islamic Development (JAKIM) declared
that the sample did not contain pig DNA,
as claimed in earlier reports. This
statement was made after new tests were
conducted.

JAKIM reportedly said in a statement that

they tested 11 samples of Cadbury Dairy
Milk Hazelnut, Cadbury Dairy Milk Roast
Almond and other products from the
company's factory but none of them
tested positive for pork. The investigation
followed reports that unscheduled checks
had shown that two chocolates produced
by Mondelez International Inc., the parent
company of Cadbury, violated Islamic law
and led to a boycott of all its products in
the country.[160]

2017 "Easter" controversy

Sponsored by Cadbury, the annual Easter egg hunt

takes place in over 250 National Trust locations in the
UK.

In 2017, the Church of England

condemned the company and the National
Trust for rebranding their annual "Easter
Egg Trails" as "Cadbury Egg Hunts".[161]
Prime Minister Theresa May called the
rebranding "absolutely ridiculous";
however, Cadbury dismissed the criticism,
with a spokesperson saying, "it is clear to
see that within our communications we
visibly state the word Easter. It is included
a number of times across promotional
materials."[162] An ensuing controversy
followed in Australia, where Cadbury was
accused of removing the word 'Easter'
from the packaging of its Easter eggs.
Cadbury Australia rebutted that Easter was
mentioned on "the back of pack", and that
its eggs were obviously Easter eggs.[163]

2019 reduction of family chocolate

block size in Australia and New
Zealand

On 7 February 2019, Cadbury announced

via its Facebook page that the size of its
family chocolate blocks will be reduced
once again in Australia and New Zealand,
to 180g. “Rather than raising the
recommended retail price, we’ve made the
call to reduce the size of our Cadbury
family blocks, and also bring down the
recommended retail price slightly, so that
our blocks can continue to be an
affordable treat for all Australians,” the
company said.[164]

2019 "Cadbury Treasures"

campaign

In the run-up to Easter 2019, Cadbury

launched a "Treasures" promotion in the
UK and Ireland that, as well as listing
treasure exhibits in various museums,
encouraged people to engage in illegal
metal-detecting and digging at protected
archaeological sites around the British
Isles in search of further treasure. This
prompted a highly critical reaction from
archaeologists.[165]

Litter
According to Keep Britain Tidy, Cadbury
wrappers along with Walkers crisps
packets and Coke cans were the three top
brands that were the most common
pieces of rubbish found in UK streets in
2013.[166]

See also
Cadbury World
Cadbury family
 Cadbury Athletic F.C.

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Further reading
Bradley, John (2008). Cadbury's Purple
Reign: The Story Behind Chocolate's Best-
Loved Brand. John Wiley and Sons Ltd.
ISBN 978-0-470-72524-5.
Cadbury, Deborah (2010). Chocolate
Wars: The 150-Year Rivalry Between the
 World's Greatest Chocolate Makers .
PublicAffairs. ISBN 978-1-58648-820-8.

External links

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related to Cadbury.

Cadbury Official website

Mondelēz International Official website
The Cadbury Papers, 1884–1970

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