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Page 1: Cadbury oreo

Introduction to

Cadbury  is a confectionery company owned by Kraft Foods and is the industry's second-largest

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globally after Mars, Incorporated. Headquartered in Uxbridge, London, United Kingdom, the company operates in more than 50 countries worldwide.

The company was known as Cadbury Schweppes plc from 1969–2008 until its demerger, in which 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 its 2010 Kraft Foods takeover.

Cadbury India began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. 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 four categories: chocolate confectionery, milk food drinks, candy and gum category. It has five company owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). It products include Cadbury Dairy Milk, 5-star, Perk, Gems, Eclairs, Bournvita, Celebrations and Bilkul 

It is the market leader in Chocolate Confectionery business with a market share of over 70%.The Brand

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Trust Report, India Study, 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list.

The confectionery business in the UK is called Cadbury UK (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 and Halls. 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.

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

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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

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 December 2006, the company announced that the cost of dealing with the contamination would reach £30 million.

In April 2007, Birmingham City Council announced that it would be prosecuting Cadbury Schweppes in relation to three alleged offences of breaching health and safety

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legislation. 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 1 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  Double Chocolate bars.

Cadburys - Marketing Strategies

In order to increase sales Cadburys needs to undertake a

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range ofmarketing activities before deciding upon the best way to encouragethe purchase of its product. When identifying the basic principalswhich Cadburys must apply to its marketing will be its basicobjectives because all business must have objectives it allows them toincrease sales and make profit.

Corporate aims are the long term intentions of a business, whereascorporate objectives are the specific targets required to achieve theaims.

The common aim and objectives of the corporation such as Cadburyincludes the following:

1 Survival

2 Profit maximisation- which is often taken to be the reason why firmsexists and to be the primary objectives in practices most firms havea hierarchy of objectives when a firms survival is threaten it mayprofit maximise in order to restore its financial health.

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3 Growth- which includes Cadbury selling new products or expandingoverseas.

4 Diversification- which is the spreading of business risks

5 Sales maximisation- which is the increasing of sales

6 Improving the product image-which includes creating a new logo orlaunching a new brand of product and creating more attractivepackaging. 

For example, Cadbury set out two objectives for the development oftheir chocolate, Fuse. These were:

1. To grow the market for chocolate confectionery

2. To increase Cadbury's share of the snacking sector

When launching a product the company Cadbury’s had to make sure thatany new product in the snaking sector must establish points ofdifference, creating a unique selling proposition (USP) i.e. a productwith unique appeal which is not shared by any of its

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competitors.Referring back to the example of Fuse, Cadbury lost a lot of moneytesting out the combination of various ingredients and more than 250were combined before the recipe of the chocolate was finalised. As theproducts are developed, Cadbury tests them to ensure that consumersare willing to buy them.

Cadbury then promotes its products in various ways such as the use ofabove the line promotion, which is where a product is advertisedthrough consumer media such as television, magazines, newspapers andradio.

Introduction to

Cadbury OREO

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Oreo is a trademark for a popular cookie sandwich by the Nabisco Division of Kraft Foods. The current design consists of a sweet, white filling commonly referred to as 'cream', sandwiched between two circular chocolate or golden cookie pieces.

Over 491 billion Oreo cookies have been sold since they were first introduced, making them the best selling cookie of the 20th century. Its most recent packaging slogan is "Milk's Favorite Cookie", which is a slight change from the original, "America's Favorite Cookie" (though some packages in the U.S. still use the original slogan).

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The company was first founded on March 6, 1912 in Chelsea, New York City. Oreo will be celebrating their 100th anniversary on March 6, 2012.

The Oreo cookie was developed and produced by Nabisco in 1912at its Chelsea factory in New York City. It was commercialized in order to target the British market, whose biscuits were seen by Nabisco to be too 'ordinary'. Originally, Oreos were mound-shaped and available in two flavors; lemon meringue and cream. In the United States, they were sold for 25 cents a pound in novelty cans with clear glass tops. A newer design for the cookie was introduced in 1916, and as the cream filling was by far the more popular of the two available flavors, Nabisco discontinued production of the lemon meringue filling during the 1920s. The modern-day Oreo design was developed in 1952, perhaps by William A. Turnier, to include the Nabisco logo.

Oreo is very similar to the Hydrox cookie manufactured by Sunshine, which was introduced in 1908, leading to speculation that Nabisco obtained the idea from Sunshine. Having lost market share to Oreo for years, Hydrox cookies were withdrawn in 1999

The product is distributed in the US under the Nabisco brand name. In Canada, it is marketed under the Christie brand name.

Etymology

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The Oreo was originally called the Oreo Biscuit. The name was later changed to the Oreo Sandwich in 1921. In 1948, the name was changed again to the Oreo Creme Sandwich. It was then changed to the Oreo Chocolate Sandwich Cookie in 1974.

There are many theories pointing to the origin of the name 'Oreo', including derivations from the French word 'Or', meaning gold (as early packaging was gold), or the Greek word 'Oreo', meaning beautiful, nice or well doneOther theories are that the 're' from cream was 'sandwiched' between the two Os from cookie, or the word 'just seemed like a nice, melodic combination of sounds'. A TV spot for the Got Milk? campaign showed a false etymology where, when at a board meeting to decide the name of the cookie, one of the members is asked for his opinion; the member, who just ate a cookie and does not have any milk to wash it down responds "I don't know," which is heard by the board member as "Oreo." "Oreo" is also similar to the Greek root for appetizing as in orexin or orexigenic (appetite stimulating) or anorexic (loss of appetite).

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Advertising campaign

Nabisco began a marketing program in 2008, advertising the use of Oreo cookies in a game called DSRL, which stands for "Double Stuf Racing League." The DSRL was introduced one week prior to Super Bowl XLII. This sport had also been endorsed by football brothers Peyton Manning and Eli Manning. Sisters Venus and Serena Williams have also joined, and challenged the Mannings to a race, which aired in an ad on January 18, 2009.Another campaign started for Golden Double Stuf Oreo cookies with the brothers being challenged by Donald Trump & "Double Trump" played by Darrell Hammond; the date for this competition was January 24, 2010. The Mannings won in both cases. A new ad campaign is currently revolving around a 'Hooded Menace' threatening to take over the Double Stuf Racing League, and Eli Manning and Stufy (the DSRL mascot) needing some help airing beginning on or around September 14, 2010. Six days later, it was announced that Shaquille O'Neal and Apolo Ohno joined Oreo Double Stuf Racing League vets Eli Manning and Venus Williams.

Nabisco also held a worldwide Oreo Stacking Competition. Jordan White from the United States won the final contest.

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Oreo cookies were introduced to Chinese consumers in 1996 and sales gradually grew in the fast-growing Chinese biscuit market. In 2006, Oreo became the best-selling cookie in the People's Republic of China, after altering its recipe to have a lower sugar content to suit local tastes. Kraft Foods also introduced smaller size packages of Oreo cookies that became more affordable to the majority of Chinese consumers. Kraft began a grassroots marketing campaign in China to "educate" Chinese consumers about the American tradition of pairing milk with cookies. The company created an Oreo apprentice program at 30 Chinese universities that drew 6,000 student applications. Three hundred of the applicants were trained to become Oreo brand ambassadors, and some students rode around Beijing on bicycles with wheel covers resembling Oreo cookies and handed out cookies to more than 300,000 consumers. Others organized Oreo-themed basketball games to reinforce the idea of dunking cookies in milk. Television commercials depicted children twisting apart Oreo cookies, licking the cream center and dipping the chocolate cookie halves into glasses of milk.

Although sales improved, Kraft still felt the Oreo could do better and decided to reinvent the traditional, round

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biscuit to a wafer. The new offering was called Oreo Wafer Sticks and consists of four layers of crispy wafer filled with vanilla and chocolate cream, and on the exterior is coated with chocolate. The wafer was also formulated to ensure that the chocolate coating was not too sweet for Chinese consumers and product could be shipped across the country---withstanding the cold climate in the north and the hot, humid weather in the south.[11] The new Oreo was outselling traditional round Oreo cookies in China in 2006, and Kraft has begun selling the wafers elsewhere in Asia, as well as in Australia and Canada. Kraft has also introduced Oreo Wafer Rolls, a tube-shaped wafer lined with cream, in China. The hollow cookie can be used as a straw through which to drink milk.

Over the period of 2006–2007, Kraft doubled its Oreo sales in China, making China the second-largest Oreo market globally behind the United States. With the help of those sales, Oreo revenue topped $1 billion world-wide for the first time in 2007.

Oreo introduced new flavor varieties from 2008 through 2010. Oreo with strawberry creme filling was introduced in 2009 and Oreo Ice Cream flavors were introduced in 2010. Oreo Ice Cream flavors included Vanilla and Green Tea ice cream flavors. Mini Oreo, a smaller version of the original cookie, were introduced to China late in 2010.

Oreo also partnered with Shanghai-born basketball superstar Yao Ming, the tallest player in the National

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Basketball Association, to act as its Oreo brand ambassador and featured Yao Ming 'dunking' Oreo cookies like a basketball in its 2010 Oreo advertising campaign.

In 2004, the convenience store chain Deli de Luca started selling Oreo in all of their stores. It was welcomed by consumers, and is the top-selling cookie to young people. Other larger chains in Norway (Ica, Rema 1000, Meny and Ultra) began selling Oreo cookies as well and they can now be found in almost every convenience store in urban/suburban Norway. In 2005, the stores stopped the importation to Norway because Kraft Foods took over.

It was first introduced in India in March 2011 under Cadbury, a major chocolate brand recently acquired by Kraft, with the tag line, it is theworld's No. 1 biscuit. It is also available in local McDonald's restaurants as an addition to McFlurry ice cream.

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Before the launch of the brand in India, Britannia Industries launched a similar brand named Treat-o.

According to a statement from Kim McMiller, an Associate Director of Consumer Relations, a two-stage process is used to make Oreo cookies. The base cake dough is formed into the familiar round cookies by a rotary mold at the entrance of a 300-foot-long oven. Much of current Oreo production is done at the Kraft/Nabisco factory in Richmond, Virginia. Oreo cookies for the Asian markets are manufactured in Indonesia, India and China. European Oreo cookies are made in Spain.

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Shapes

Double Stuf Oreo (introduced in 1975) have about twice the normal amount of white cream filling. Available in peanut butter, original, cool mint or chocolate cream.

Big Stuf Oreo (introduced in 1984) were several times the size of a normal Oreo. Sold individually, each Big Stuf contained 316 calories (1,320 kJ) and 13 grams of fat. They were discontinued in 1991.

Triple Stuf Oreo (introduced in 2006) were limited to certain cities for a one month promotional trial before being permanently discontinued, they had three times the normal amount of white cream filling.

Mini Oreo, originally released in 1991, are bite-sized versions of ordinary Oreo cookies. After being discontinued in the late 1990s they were re-released in 2000 along with the redesigned 2001 Dodge Caravan as part of a promotional tie-in with DaimlerChrysler Their 1990s packaging consisted of a "miniaturized" version of the full-size cardboard tray and box used in packaging at the time. Their current packaging consists of an aluminum foil bag.

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"Triple Double Oreo", for sale in the US in summer 2011, combine three wafers with two layers of creme, one vanilla and one chocolate.

Flavors

Chocolate Oreo Strawberry Milkshake Oreo, introduced in

Canada, and sold for a limited time in the United States, is an Oreo cookie with strawberry flavoring. Presently Strawberry Oreo is sold in Indonesia and Malaysia.

Green Tea Oreo, introduced in China and Japan. Lemon Ice Oreo, introduced in Japan. Organic Oreo, introduced in 2006, are plain Oreo

cookies made with organic flavor and organic sugar.

Blueberry Ice Cream Oreo, introduced in Indonesia and Malaysia in 2010. Also sold in Thailand.

Oreo DQ Blizzard Creme, a limited edition Oreo released in April–May 2010, celebrated the 25th anniversary of the Dairy Queen Blizzard.

Double Stuf Golden Oreo, introduced in late August 2009. As the name indicates they are Double Stuf Oreos with Golden Oreo wafers instead of normal chocolate Oreo wafers.

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Oreo Fudgees are rectangular "dipping" shaped Oreos with a chocolate fudge filling (different from the Chocolate Creme Oreo).

Oreo Fudge Sundae Creme, a limited edition introduced in 2009, are chocolate ring cookies with traditional white cream filling on half a ring cookie, and fudge cream on the other half.

Oreo Fudge Rings are chocolate ring cookies with the traditional white cream filling drizzled over them.

Oreo WaferStix are long wafer sticks with a creamy filling and covered by chocolate.

Golden Oreo series have vanilla wafers with other fillings like vanilla and chocolate as Uh-Oh Oreo until its rebranding in 2007.

Vend Pack Oreo cookies from vending machine 6-packs are smaller diameter Oreo cookies with about 10% less mass than regular Oreos (8.5 g vs. 9.5 g).

Double Delight Oreo, introduced in 1987, have chocolate cookies with two fillings, notably peanut butter and chocolate, mint and cream, and coffee and cream flavors. Also orange and mango, raspberry and blueberry in China.

Cool Mint Creme Oreo are a Double Stuf Oreo with a slight minty creme filling.

Peanut Butter Oreo are a Double Stuf Oreo with a peanut buttery creme filling.

Fudge Covered Oreo, White Fudge Oreo and Milk Chocolate Oreo are covered in either a layer of

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fudge, white fudge or milk chocolate respectively.

Pure Milk Chocolate Covered Mint Oreo are similar to Milk Chocolate Oreo but have a mint-flavored filling.

Banana Split Creme Oreo with a light yellow banana flavor filling, were available for a limited time in 2008.

Berry Burst Ice Cream Oreo were released in April 2011.

100 Calorie Pack Oreo (Oreo Thinsations in Canada) are miniature, thin, hexagonal versions of Oreo with no creme-filling, and come individually portioned into 100 calories (420 kJ) pouches.

Sugar Free Oreo, introduced in 2006, cost over twice as much as regular Oreos, and had only trace amounts of sugar, 10 fewer calories per serving, 0.5 grams more fat and 450% more fiber.[27]

Reduced Fat Oreo, introduced in 2006, cost the same as regular Oreos, had as much sugar, 10 fewer calories per serving, about 35% less fat and the same amount of fiber.[27]

Oreo Cakesters, introduced in 2007, are 2 or 3 chocolate soft snack cakes with vanilla creme in the middle; also available with chocolate creme, or in the "golden" variety (marketed as both Oreo and Nilla Cakesters in the U.S.).

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During springtime, around Halloween, and Christmas, special edition "Double Stuf Oreo" cookies are produced with colored frosting reflecting the current holiday (blue or yellow, orange, and red or green respectively).

Chocolate and Dulce de leche Oreo, sold in Chile and Argentina, has chocolate or Dulce de Leche instead of the usual creme.

In 2010, Oreo partnered with the movie How To Train Your Dragon and introduced Oreos with red creme.

Oreo Heads or Tails have vanilla creme filling with a chocolate Oreo wafer on one side and a Golden Oreo wafer on the other.

In April 2011, Oreo announced its special edition Oreo cookies with blue cream in promotion of the 2011 3D computer animated film Rio. The promotion included stickers inside each package of cookies. Two types of contests were also announced: first, by completing an album of stickers, consumers could win three movie passes and medium snack bar combos; second, by finding winning stickers in packages with prizes, including a trip to Rio de Janeiro, backpacks, cinema passes for a year, and 3D glasses. The promotion ended

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May 30, 2011, and was available in Ecuador, Peru, and Colombia

Oreo, the latest offering from Cadbury India’s stable after it was acquired by Kraft Foods, has taken on the task of bringing parents and children together in an increasingly busy and stressed life. Cadbury India has launched Oreo-Time initiative, as a part of which a fully branded 'Oreotogetherness' Bus will travel across nine cities including New Delhi, Mumbai, Bangalore, Ahmedabad, Pune, Lucknow, Hyderabad, Kolkata and Mysore. The campaign was launched in the capital yesterday with Cadbury India’s Director – Snacking & Strategy, Chandramouli Venkatesan flagging off the bus.

Oreo is a hundred year old brand sold in about 100 countries. The brand was launched by Cadbury India in March this year. Ebullient on launching an iconic brand like Oreo, Chandramouli says, “You get only one opportunity to launch a brand like Oreo. This activity is more than a launch or any numbers. It is not just a launch. It is a movement, a movement towards bringing people together in their fast paces lives. Oreo will become a catalyst in enabling those moments of togetherness. We aim to take this Oreo-Time to millions across India, thereby encouraging family bonding by

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providing busy parents with a fun opportunity to spend time with their children.”

Bringing the Oreo-Time movement to life are the special activities planned in and around the bus. Parents will be encouraged to take the Oreo Pledge, which stands for a promise to spend more time with the children. Making the zone even more fun for families are various interactive activities based on Oreo’s much-loved ritual of 'Twist-Lick and Dunk'. The Oreo-Time initiative is a follow up on a research conducted by the brand in association with Nielsen that maps Indian families’ views on the evolving parent-child relationship in the dynamic Indian society today. The survey highlights how parents today are craving more time away from their hectic work schedules so that they can spend those extra hours with their children.

Cadbury is spending one third of its marketing budgets on below the ground activities and trade outlet promotions. Commenting on other initiatives being taken by Cadbury to strengthen the brand in its category, Chandramouli says, "We are investing a lot on in-store visibility of the brand as well. Biscuits are usually cluttered in one place in large store formats, so we have created special Oreo panels to make the brand visible, it is called the wall of blue.”

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Oreo is sold with the slogan, “Milk’s favourite cookie” – while in the past, it used to be “America’s favourite cookie.”

Indian cookie connoisseurs influenced by the American fancy have been munching the imported version thus far, but will now get to dunk into their milk or coffee the version supplied by  Jalandhar-based Mrs Bector’s Food Specialities, who now makes them for Cadbury India, which has launched the global brand here.

Market researcher Nielsen says India’s biscuit category is growing at 17% annually.

Kraft has competition waiting, thanks to rivals that thought ahead.

Britannia Industries has its Pure Magic and ITC’s Sunfeast has a brand extension called Dark Fantasy that pretty much sit in the category in which Oreo is a household name in many countries.

A large packet of Oreos cost around R50 at imported rates but can now be had in packets that cost R5, 10 or 20, Cadbury officials said. The Indian supplier has played a major role in bringing down costs.

Oreo also marks a pioneering foray into the biscuit segment for Cadbury India, so far known more for its milk chocolates and health drinks such as Bournvita.

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While Oreo is a Kraft product, it will be promoted as a Cadbury brand in India.

Cadbury is an iconic brand in this category and it was the most appropriate thing to do,” said Anand Kripalu, president – South Asia & Indo-China, Kraft Foods and Managing Director, Cadbury India. “Our ambitions are to have a sizeable market share in this segment.”

The food manufacture says that the decision to launch Oreo under the Cadbury brand in India was made locally because the Cadbury brand has stronger brand equity in the region that the Kraft brand, which is not so well known.

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A spokeswoman for Kraft did not rule out the possibility that Oreo or other Kraft snack products could launch under the Cadbury brand elsewhere but says there are no plans at present to replicate it in other regions.

Kraft says the Cadbury brand will never be applied to Oreo in the UK or regions where the Kraft brand is “just as strong as Cadbury”. 

When the product launched earlier this year Kraft said it was “leveraging the combined strength of Kraft Foods’ global scale and expertise and Cadbury’s strong track record in India”.

It also said that the launch is part of Kraft’s long-term strategy to introduce its wider food portfolio into India.

Kraft bought Cadbury in January 2010 as part of a £11.9bn deal designed to exploit “synergies” between the two companies portfolios and global strengths.

In the first full quarter after the acquisition, Kraft reported that Cadbury accounted for 90% of the gains made by the company.

We all have heard of Oreo-it is a trademark for a popular sandwich cookie by the Nabisco Division of Kraft Foods (Wikipedia). Oreo cookies are

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expensive than the normal Indian brand biscuits we eat. But now Oreo is launched in India by Cadbury and it costs cheaper. It’s cheaper but same. Even Kellogg’s is an international that launched in September, 1994 in India. Initially the product was not accepted in India but then this life has bought acceptance for the product. Indian breakfast would always be the one with ghee, oil etc but then came the fad of weight loss and healthy food and thus the acceptance of Kellogg’s.An international brand may not be launched in India with some Indian business house every now and then but the availability of these products have increased manifold. A lot of shops have opened up and are offering these food items to the masses. For e.g. Alfa stores in Vile Parle, Mumbai, offer a large variety of such products. People who haven’t visited foreign countries need not crave for Swiss chocolates or cheese etc. because all they have to do is visit a shop that offers these varieties and their problem is solved.Not just the packed food brands but also restaurants like Pizza Hut [Yum! Restaurants International (YRI)], KFC [Yum! Restaurants International (YRI)], McDonalds etc have opened up in India. They have become very popular amongst the youth population as well as old aged people. You can find a new McDonalds or Pizza Hut open in any possible corners in India. These restaurants are become very popular in India because they offer

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quick services. For e.g.:- when you order in Pizza Hut they will tell you the time your order will take to arrive on the table. Even the ambience is very comfortable. I once heard from a professor that the colour red instills hunger in you.

To sum up, we understand that the new India, the spread of the western culture in India is incomplete without the flavors, spices, taste of these countries. We all savour these food products and will continue doing the same. We are also finding something new about these food products all the time especially all the foodies.