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Consumer backlash was significant from environmentalists and chocolate lovers in both Australia and New Zealand, with consumers objecting to both the taste from the cheaper formulation, and the use of palm oil given its role in the destruction of rainforests.
By August 2009, the company announced that it was reverting to the use of cocoa butter in New Zealand and Australia, although palm oil is still listed as an ingredient in Cadbury's flavoured sugar syrup based fillings (where it referred to as 'vegetable oil').
In mid-2009 Cadbury replaced some of the cocoa butter in their non-UK chocolate products with palm oil.
Despite stating this was a response to consumer demand to improve taste and texture, there was no "new improved recipe" claim placed on New Zealand labels.
Cadbury subsequently invested in new factories and had an increasing demand for their products.On 19 January 2010, it was announced that Cadbury and Kraft Foods had reached a deal and that Kraft would purchase Cadbury for £8.40 per share, valuing Cadbury at £11.5bn (US.9bn).Kraft, which issued a statement stating that the deal will create a "global confectionery leader", had to borrow £7 billion (US.5bn) in order to finance the takeover.It is the second-largest confectionery brand in the world after Wrigley's.Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide.