Kraft Foods’ reputation with consumers was hurt by its controversial takeover of Cadbury, the company’s UK boss has suggested.
Nick Bunker told the Daily Telegraph the US conglomerate needed to be “better understood” by consumers on this side of the Atlantic.
"We will prove over time that we're worthy custodians of the [Cadbury] brand," he said. “It was clear Kraft wasn't well understood in the UK [at the time of the takeover].
“Kraft was known as a North American cheese company but we have been in the UK for 85 years. Our brands are how we talk to consumers, but we recognise it's important for people to have a better understanding of the company behind the brands.”
Kraft is currently in the process of shutting its Cheltenham HQ as it shifts operations to Cadbury’s bases in Bournville and Uxbridge.
Meanwhile, Kraft is investing £16m in developing its Banbury factory ahead of launching premium instant coffee Kenco Millicano, which will go head-to-head with Starbucks' retail brand Via.
Focus On Confectionery (2 October 2010)
Kraft closes Cheltenham HQ as Cadbury combination picks up pace (10 May 2010)
Kraft hands Bond European role as Bunker takes Cadbury reins (5 March 2010)
Hard Kraft: an inteview with Nick Bunker, the next boss of Cadbury (16 January 2010)