Kraft 'revamps' Cadbury

Kraft Foods will be revamping some of Cadbury's brands, it has been revealed.

The food and beverage manufacturer will also be focusing on its developing markets, reports Reuters.

In February, Kraft staged a hostile takeover of British confectionery giant Cadbury.

The acquisition has been criticised by numerous people including the UK Takeover Panel and billionaire investor Warren Buffett, who has since sold some of his substantial number of shares in Kraft.

Kraft has created a list of ten "power" brands, which will be receiving the majority of marketing money in developing markets, Sanjay Khosla, Kraft's president of developing markets and global categories, told the news provider.

These include Cadbury's Dairy Milk, Halls lozenges and Trident gum, all of which belong to the confectioner.

Kraft's Philadelphia cream cheese, Carte Noire coffee and Toblerone have been knocked out of the ten to make room for the Cadbury brands.

Mr Khosla explained to Reuters: "The whole thing changes, of course, because we have a much richer portfolio with the Cadbury folks coming over."

Posted by Lauren Cook