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Six ways that Kraft has trashed Cadbury.
6 ways Cadbury has been trashed
As Cadbury changes the chocolate on the outside of its Creme Eggs, we look at how its US owner, Mondelez, has changed some of the most famous Cadbury products and traditions – often for the worse.
The American takeover of Cadbury in 2010 was very controversial. Many British commentators argued that the £11.5 billion acquisition by Kraft, the world's second biggest food company, would see the famous UK brand be devalued. Within weeks Kraft had closed a factory, despite promises during the deal that it would keep it open.
But it is not just the factories Kraft has meddled with. The US owner is now called Mondelez – the confectionery business of Kraft was split out into a separate company in 2012. And it has tinkered with recipes, packaging and traditions. Not to everyone's taste.
Here are six of the more controversial changes:
1. Changing the chocolate on the Cadbury Creme Egg
To many, the Creme Egg is 177kcal of pure gloopy grossness, containing palm fat and paprika colouring. But to lovers of this strange Easter treat, invented in 1971, it is a (large) mouthful of gooey joy. And should not be messed with.
Cadbury today has confirmed it has replaced the hugely popular Cadbury's Dairy Milk shell with one made from a standard cocoa mix chocolate.
A spokesman told the Sun newspaper: "It's no longer Dairy Milk. It's similar, but not exactly Dairy Milk. We tested the new one with consumers. It was found to be the best one for the crème egg, which is why we've used it this year.
He told the Telegraph: "The fundamentals of the Cadbury crème egg remain exactly the same."
2. Axing chocolate coins
Well, they might just have well shot Santa and cancelled Christmas. The Telegraph broke the shattering news that Cadbury was no longer going to make chocolate coins. The company argued that it was not very profitable part of their business – afterall, supermarkets and even pound shops sell their own (cheaper) versions. But many consumers love the taste of Dairy Milk, an idea that Mondelez finds hard to grasp sometimes. These fans wanted Cadbury coins, not Tesco or Marks and Spencer ones.
3.Rounding the corners on a Dairy Milk
Dairy Milk chocolate is a bar. It has chunks, you snap off those chunks, you pop those chunks in your mouth. Yum.
It is a formula that has served confectionery companies for decades and Cadbury since 1905. But Mondelez just couldn't stop themselves from fiddling with Cadbury's most famous product. They "rounded" the corners to improve the "mouth feel" of the chocolate. A spokesman said: "This undoubtedly helps improve the melt-in-the-mouth experience and feedback from consumers has been extremely positive."
He failed to add that the new bars were shrunk from 49g to 45g. The price was not shrunk.
4. Putting Cadbury in Philadelphia cream cheese
No, no, no. When Kraft took over, how we all joked about how they'd put chocolate in cheese. It turns out, it was no joke. You can now buy Cadbury Philadelphia. The company describes it as an "irresistible spread for toast or bagels and a dreamy dip for fruit or oatey biscuits". It isn't. It is a low-rent, cheesy version of Nutella. Next stop, Crunchie Dairy Lea. Possibly.
5. Ditching the Bournville chocolate from the Heroes tub
Could there be a clearer sign that Cadbury is now a poor relation in the Mondelez empire? Back in 2013, the parent company altered what went into a tub of Heroes, a selection box that highlights its key chocolate bars. It ditched Bournville – not only one of its oldest brands, but one that pays homage to the great Birmingham home of Cadbury – in favour of Toblerone, one of the Kraft brands. And Swiss, to boot.
At the time Angus Kennedy, editor of Kennedy’s Confection magazine, told the Daily Mail: "To replace Bourneville with Toblerone is unpatriotic. It’s like replacing the fish in fish and chips with mussels."
A spokesman for Mondelez insisted Toblerone was only a "guest" during Christmas. But the Bournville bar is still missing.
6. Axing Christmas chocolate gift to pensioners
One of the perks of working for Cadbury, one of the great Victorian firms set up by Quakers, was that you were looked after in retirement. Long-term former employees were given a gift of chocolates at Christmas. Not much, admittedly, but a small recognition of their years of service. Up to 14,000 would get these parcels.
Mondelez scrapped the gifts, claiming it needed the money to help plug the company's pension black hole.
One pensioner, Ray Woods, who worked at the Bournville factory in Birmingham for 36 years until 2004, said: "The cost of this cutback is peanuts. To link it with plugging the gap in the deficit in the pension fund is laughable.
"(The parcels were) a way of somebody taking the trouble to say 'you worked for Cadbury for a long time.'
"It's tinged with sadness for me, and I think that a lot of people will think the same way.”
http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/11339559/6-ways-Cadbury-has-been-trashed.html