If Kraft and Cadbury wind up under the same corporate umbrella, will we start to see new products that reflect each company's strengths? So far, Cadbury is refusing Kraft's offer, but a sweetened deal may happen after all as Kraft seeks global expansion through mergers.
Kraft owns Oreo, which may well be the most popular biscuit brand in America. This sandwich with creme between two chocolate wafers is advertised on both sides of the Atlantic as the 'twist, lick, dunk' biscuit. Oreos have been sold at Sainsbury for some time, but last year Kraft widened its UK distribution and began a campaign to explain the 'twist, lick, dunk' eating ritual to UK consumers. However, Kraft didn't alter the Oreo recipe for UK consumers...and it's already begun launching brand extensions.
When Kraft introduced Oreos to China, it reduced the sugar content to suit local tastes and has been rewarded with Oreo becoming China's top biscuit brand. Will Oreos become UK favourites? It's too soon to tell.
Meanwhile, Cadbury chocolates are available in the US, but a tie-up with Kraft could open new possibilities for co-branding. Of course Cadbury may eventually be acquired by another corporate parent, but just in case, here are a few ideas I want to offer if Cadbury and Kraft should happen to join together.
- Oreo Quick-Dunk Creme Eggs--Like Cadbury's famous eggs but with Oreo wafers outside or crushed on the inside, ready to dissolve with a quick dunking.
- Oreo Double Stuf Caramilk--Oreo wafers with a thick layer of Caramilk creme filling.
- Oreo Super Goo--Choco wafers with an extra dollop of Twisted Creme filling.
