|Founded||Birmingham, United Kingdom (1824)|
|Headquarters||Uxbridge, London, United Kingdom|
|Key people||Irene Rosenfeld
(Chairman and CEO)
|Products||See list of Cadbury products|
|Revenue||£5,384 million (2008)|
|Operating income||£388 million (2008)|
|Net income||£364 million (2008)|
|Parent||Kraft Foods (2010-2012)
Mondelēz International (2012-present)
Cadbury, officially Cadbury Enterprises pte Limited, is a British confectionery company owned by Mondelēz International and is the industry's second-largest globally after Mars, Incorporated. Cadbury was established in Birmingham by John Cadbury in 1824, 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 good living conditions.
The company is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box. Dairy Milk chocolate in particular, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's bestselling product. Creme Eggs are made available for sale in the United Kingdom (now available all year) from January of each year until Easter, and are the bestselling confectionary product in the country during the period.
The company was known as Cadbury Schweppes plc from 1969 until its demerger in 2008, when its global confectionery business, was separated from its US beverage unit (now called "Dr Pepper Snapple Group"). It was also a constant constituent of the FTSE 100 from the index's 1984 inception until the company was bought by Kraft Foods in 2010. Cadbury is headquartered in Uxbridge, London, and operates in more than fifty countries worldwide.
- 1 History
- 2 Operations
- 3 Executive pay
- 4 Accounting
- 5 Products
- 6 Advertising controversy
- 7 Health and safety
- 8 Head office
- 9 See also
- 10 References
- 11 Further reading
- 12 External links
1824–1900: Early history
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, in Bull Street in Birmingham, England. He later 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. John Cadbury became a partner with his brother Benjamin and the company they formed was called 'The Cadbury Brothers of Birmingham'.
The brothers opened an office, in London and in 1854 they received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s the industry received a much needed boost, with the reduction in the high import taxes on cocoa, allowing chocolate to be more affordable to everybody.
Due to the popularity, of a new expanded product line, also producing a new wide range of new products; including the "Cadbury's Cocoa Essence", the company decided not to sell as much tea in 1873. Master confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with the Cadbury brothers, which led to an assortment of chocolate covered products.
Taking over the business in 1861, John Cadbury's sons Richard and George decided in 1878 that they needed new premises. 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 (5.87 ha) of countryside 5 miles (8.0 km) south of the outskirts of Birmingham. Located next 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 (134 ha) of land. As the Cadbury family were Quakers there were no pubs in the estate; in fact, it was their Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to alcohol.
In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1914. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury was the brand leader in the United Kingdom. These were accompanied by several other products: Flake (1920), Cream-filled eggs (1923), Crunchie (1929) (Crunchie was originally launched under the Fry's name but later adopted by Cadbury's) and Roses (1938).
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 Armed Forces and to support the war effort, Cadbury provided clothing, books and chocolate to soldiers. 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 and in 1919 undertook a merger with J. S. Fry & Sons, another chocolate manufacturer, resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's Turkish Delight.
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 in new factories and had an increasing demand for their products.
Schweppes merger (1969)
Cadbury Schweppes went on to acquire Sunkist, Canada Dry, Typhoo and more. In the US, Schweppes Beverages was created and the manufacture of Cadbury confectionery brands was licensed to The Hershey Company.
Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc to Cadbury Schweppes in 2000 for $1.45 billion. In October of that same year, Cadbury Schweppes purchased Royal Crown from Triarc.
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. The demerger took effect on 2 May 2008, with the drinks business becoming Dr Pepper Snapple Group. In December 2008 it was announced that Cadbury was to sell its Australian beverage unit to Asahi Breweries.
2003 Name rebrand
In 2003, Cadbury dropped the 's' from its name and renamed the brand to Cadbury. The reason behind this change was because the company found that it was a much more suited, rounded name than the previous "Cadbury's". This change was officially announced on the 19th of December, 2002.
In October 2007, Cadbury announced the closure of the Somerdale Factory, Keynsham, formerly part of Fry's. Between 500 and 700 jobs were affected by this change. Production transferred to other plants in England and Poland.
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.
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. By August 2009, the company announced that it was reverting to the use of cocoa butter in New Zealand. In addition, they would source cocoa beans through Fair Trade channels. In January 2010 prospective buyer Kraft pledged to honour Cadbury's commitment.
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. Kraft launched a formal, hostile bid for Cadbury valuing the firm at £9.8 billion on 9 November 2009. Business Secretary Peter Mandelson warned Kraft not to try to "make a quick buck" from the acquisition of Cadbury.
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.
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". Hershey had expressed an interest in buying Cadbury because it would broaden its access to faster-growing international markets. But on 22 January 2010, Hershey announced that it would not counter Kraft's final offer.
The acquisition of Cadbury faced widespread disapproval from the British public, as well as groups and organisations including trade union Unite, who fought against the acquisition of the company which, according to Prime Minister Gordon Brown, was very important to the British economy. Unite estimated that a takeover by Kraft could put 30,000 jobs "at risk", 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. Controversially, RBS, a bank 84% owned by the United Kingdom Government, funded the Kraft takeover.
On 2 February 2010, Kraft secured over 71% of Cadbury's shares thus finalising the deal. 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 2010, and the company announced that Cadbury shares would be de-listed on 8 March 2010.
On 3 February 2010, the Chairman Roger Carr, chief executive Todd Stitzer and chief financial officer Andrew Bonfield all announced their resignations. Stitzer had worked at the company for 27 years.
On 9 February 2010, Kraft announced that they were planning to close the Somerdale Factory, Keynsham, with the loss of 400 jobs. 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". On 22 April 2010, Phil Rumbol, the man behind the famous Gorilla advertisement, announced his plans to leave the Cadbury company in July following Kraft's takeover.
In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of Korea. The European Commission made the sale a condition of the Kraft takeover. 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.
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 Mondelēz International, of which Cadbury is a subsidiary.
|Headquarters||Bournville, Birmingham, England|
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. Biscuits bearing the Cadbury brand, such as Cadbury Fingers, are produced under licence by Burton's Foods. Cadbury also owns Trebor Bassett, Fry's. 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.
|Headquarters||Coolock, Dublin, Ireland|
Cadbury Ireland Limited is based in Coolock in Dublin. Cadbury opened their first Irish factory in Ossary RD., Dublin in 1933, when the company manufactured and sold just three products. Today, it exports over 200 of its products to 30 countries worldwide, making a contribution of €110 million of Irish trade. Cadbury Ireland uses local ingredients. More than €250 million worth of Cadbury chocolate is produced in Ireland, is exported every year, bringing Irish valuable earnings from abroad.
Cadbury Ireland operates three factories in Ireland with two in Dublin, in Coolock (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, Wispa, Flake, and Crunchie.
|Headquarters||Parsippany-Troy Hills, New Jersey, United States|
|Products||Trident, Certs, Chiclets, Halls (cough drop)|
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.
Cadbury merged with Peter Paul in 1978. Ten years later, The Hershey Company acquired the chocolate business from Cadbury. Accordingly, although the Cadbury group's chocolate products have been sold in the US since 1988, the products are manufactured by Hershey. 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.
Cadbury Adams' products include:
- Discontinued products
Australia and New Zealand
Cadbury operates three Australian factories as well as one in New Zealand; two in Melbourne, Victoria (Ringwood and Scoresby), one in Hobart, Tasmania (Claremont), and one in Dunedin, New Zealand. The 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. Cadbury has been upgrading its manufacturing facility at Claremont, Tasmania, Australia, since 2001 
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.
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.
Cadbury Canada produces and/or imports several products that are sold under the Cadbury and Maynards labels, including the following:
|Founded||19 July 1948|
|Key people||Anand Kripalu, Managing Director|
|Products||Cadbury Dairy Milk, 5-star, Perk, Gems, Eclairs, Oreo and Bournvita|
Cadbury India began its operations in India in 1948 by importing chocolates. 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.
Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Perk, Gems (a version of M&M's), Eclairs, Bournvita, Celebrations, Bilkul  Cadbury Dairy Milk Shots, Toblerone, Halls, Tang and Oreo.
It is the market leader in the chocolate confectionery business with a market share of over 70%.
Other Mondelēz International subsidiaries including the Cadbury name include
- Cadbury Botswana (Proprietary) Limited Botswana
- Cadbury (Swaziland) (Pty) Limited Swaziland
- Cadbury Adams (Philippines) Inc. Philippines
- Cadbury Adams (Thailand) Limited Thailand
- Cadbury Adams Bolivia S. A. Bolivia
- Cadbury Adams Canada Inc. Canada
- Cadbury Adams Colombia S. A. Colombia
- Cadbury Adams Costa Rica, S. A. Costa Rica
- Cadbury Adams Distribuidora Mexico, S. de R. L. de C. V. Mexico
- Cadbury Adams Dominicana S. A. Dominican Republic
- Cadbury Adams Ecuador S. A. Ecuador
- Cadbury Adams El Salvador S. A. de C. V. El Salvador
- Cadbury Adams Guatemala, S. A. Guatemala
- Cadbury Adams Holdings LLC Delaware United States
- Cadbury Adams Honduras, S. A. Honduras
- Cadbury Adams Manufactura, S. de R. L. de C. V. Mexico
- Cadbury Adams Mexico, S. de R. L. de C. V. Mexico
- Cadbury Adams Middle East Offshore S. A. L. Lebanon
- Cadbury Adams Middle East S. A. L. Lebanon
- Cadbury Adams Nicaragua, S. A. Nicaragua
- Cadbury Adams Panama, Sociedad Anonima Panama
- Cadbury Adams Peru S. A. Peru
- Cadbury Adams Servicios, S. de R. L. de C. V. Mexico
- Cadbury Adams USA LLC Delaware United States
- Cadbury Adams, S. A. Venezuela
- Cadbury Bebidas de Argentina S. A. Argentina
- Cadbury Belgium BVBA Belgium
- Cadbury Beverages de Venezuela CA Venezuela
- Cadbury Beverages Japan Limited United Kingdom
- Cadbury Brasil Comercio de Alimentos Ltda. Brazil
- Cadbury CIS B. V. Netherlands
- Cadbury Confectionery (Guangzhou) Co., Limited China
- Cadbury Confectionery B. V. Netherlands
- Cadbury Confectionery Malaysia Sdn. Bhd. Malaysia
- Cadbury Confectionery Sales (M) Sdn. Bhd. Malaysia
- Cadbury Confy (Proprietary) Limited Botswana
- Cadbury CR, s. r. o. Czech Republic
- Cadbury Denmark ApS Denmark
- Cadbury Egypt For Importation L. L. C. Egypt
- Cadbury Egypt For Trade S. A. E. Egypt
- Cadbury Egypt Group For Food Industries Company S. A. E. Egypt
- Cadbury Egypt S. A. E. Egypt
- Cadbury Enterprises Holdings B. V. Netherlands
- Cadbury Enterprises Pte. Ltd. Singapore
- Cadbury Espana, S. L. Spain
- Cadbury Europe S. A. Switzerland
- Cadbury Financial Services United Kingdom
- Cadbury Food Co. Limited China China
- Cadbury Four Seas Company Limited Hong Kong
- Cadbury France France
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.
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 U. S. 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.
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.
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.
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
- 1968: Aztec
- 1970: Curly Wurly
- 1974: Snack
- 1976: Double Decker
- 1981: Wispa (relaunched 2007)
- 1985: Boost
- 1987: Twirl
- 1992: Time Out
- 1995: Wispa Gold (relaunched 2009 and 2011)
- 1996: Fuse
- 2001: Brunch Bar, Dream and Flake Snow
- 2009: Dairy Milk Silk 
- 2010: Dairy Milk Bliss
- 2011: Big Race oreo
- 2012: Marvellous Creations and Crispello
In May 2011 the model Naomi Campbell described the new advertisement for the Bliss bar as 'insulting and hurtful'. Reacting to the advertisement, which had the tag line Move over Naomi – there is a new diva in town, Campbell said, "I am shocked. It's upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humour in this." A spokesperson for the company insisted that the campaign was "a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss". The campaign was, he later added, "no longer in circulation... we have no plans to repeat the campaign."
Reacting to Campbell's outburst, comedian Reginald D. Hunter, on the BBC television comedy quiz Have I Got News For You, suggested that it was complimentary for black people to be compared to chocolate, and that enjoyment of the Bliss bar might even be enhanced by a love of black people.
Health and safety
2006 Salmonella scare
On 19 January 2006, Cadbury Schweppes detected a rare strain of the Salmonella bacteria, affecting seven of its products, said to have been caused by a leaking pipe. The leak occurred at its Marlbrook plant, in Herefordshire, which produces chocolate crumb mixture; the mixture is then transported to factories at Bournville and formerly Somerdale to be turned into milk chocolate.
It was not until around six months after the leak was detected that Cadbury Schweppes officially notified the Food Standards Agency, shortly after which it recalled more than a million chocolate bars.
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 31 people who had been infected with Salmonella Montevideo. One of the alleged victims had to be kept on a hospital isolation ward for five days after eating a Cadbury's caramel bar. An investigation being carried out at that time by Herefordshire Council led to a further six charges being brought. The company pleaded guilty to all nine charges, and was fined one million pounds at Birmingham Crown Court—the sentencing of both cases was brought together. 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.
On 10 February 2007, Cadbury announced they would be recalling 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.
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 250 g Dairy Milk Double Chocolate bars.
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. Products recalled included Dark Chocolate, a number of products in the 'Dairy Milk' range and Chocolate Éclairs.
As of 2013[update] Cadbury operates its head office at the Cadbury House in the Uxbridge Business Park in Uxbridge, London Borough of Hillingdon, England. The building occupies 84,000 square feet (7,800 m2) of space inside Building 3 of the business park. Cadbury, which leases space in the building it occupies, had relocated from central London to its current head office.
Cadbury previously maintained its head office was at 25 Berkeley Square in Mayfair, City of Westminster. In 1992 the company leased the space for £55 per 1 square foot (0.093 m2). In 2002 the company agreed to pay £68.75 per square foot. The Daily Telegraph reported in 2007 that the rent was expected[by whom?] to increase to a "three-figure sum". In 2007 Cadbury Schweppes had announced that it would move to Uxbridge to cut costs. As of that year the head office had 200 employees. After Kraft Foods acquired Cadbury, Kraft announced that the Cadbury head office would remain the "Cadbury House".
- Cadbury World, Birmingham
- Cadbury World, Dunedin
- Eyebrows (advertisement)
- Gorilla (advertisement)
- Halls (cough drop)
- Thomas Adams (chewing gum maker)
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|Wikimedia Commons has media related to Cadbury.|
- Official website
- Cadbury Australia
- Cadbury Ireland
- Cadbury New Zealand
- Glass and a Half Productions website
- Mondelēz International
- In-Depth: Kraft-Cadbury at Financial Times