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Kraft to Sell Off Cadbury's E. Wedel Brand

The sale was a condition enforced by the European Commission for Kraft Foods’ acquisition of Cadbury earlier this year. Kraft will also be required to sell off its chocolate confectionery and soft cake business in Romania.
 E. Wedel will be sold to Lotto Group
 
 
The sale was a condition enforced by the European Commission for Kraft Foods’ acquisition of Cadbury earlier this year. Kraft will also be required to sell off its chocolate confectionery and soft cake business in Romania.

This deal will see the E. Wedel-branded chocolate and sugar confectionery operations in Poland sold to Lotte Group for an undisclosed sum. The sale includes the E. Wedel business, its related brands and a manufacturing facility in Warsaw. In the region of 1,000 Cadbury Wedel employees will be transferred to Lotte Group.

Kraft Foods has said it will keep the remaining Cadbury business in Poland, including the Halls brand and other non-E. Wedel-branded chocolate and sugar confectionery products sold in Poland, as well as two manufacturing plants in Skarbimierz. Subject to approval by the European Commission, Kraft Foods will also retain a third Cadbury plant in Bielany Wroclawskie, Poland.

The Kraft/Cadbury takeover was the subject of much controversy from September last year through to this February, receiving criticism from Unite the Union and major Kraft Shareholder Warren Buffet.

Since acquiring Cadbury, Kraft has closed its own UK headquarters, cut at least 150 jobs at Cadbury HQ and closed one factory. Leading Cadbury executives Lee Rolston, Global Brand Director, Mark Reckitt, the company’s Chief Strategy Officer, and Marketing Director Phil Rumbol have left the company, while Murray McGowan, Global Commercial Strategy Director; Sanjay Purohit, Cadbury's Asia-Pacific Head for Chocolates and Geoff Whyte, Commercial Director of Cadbury Africa, Middle East, are still rumored to be quitting.

Read more about the Cadbury Kraft takeover here.

Edited by Ellie Duncan

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