Product details

This is the second of a two-case series (706-012-1 and 706-014-1). In May 2005 Cadbury took over Green & Black''s (G&B), a leading premium organic and Fairtrade chocolate company in the UK. The decision was taken by both parties after a three year long period of association since 2002, when Cadbury acquired a 5% stake in G&B. In 2002 G&B also took a decision to downplay its organic and Fairtrade credentials and lay more emphasis on the product attributes. This seems to have paid off, with G&B having reached the status of the fastest growing brand in the UK confectionery market three years later. Now the takeover is expected to provide Cadbury with a stronghold in the luxury chocolate segment while lending a helping hand to G&B with its financial and distribution strength. Though Cadbury has total control over G&B, the chocolate giant has given assurance that G&B will continue to function as a stand alone unit under Craig Sams, Founder and William Kendall, Chief Executive Officer of G&B. Will the deal result in G&B losing its brand identity?