Pressreleases, 30. April 2004
In England Cadbury is synonymous with chocolate. It is a traditional brand with brand awareness levels approaching 100 %. With a market share of more than 10 % in the field of dairy product desserts Cadbury is second only to Müller.
Market Drayton, 30 April 2004 – in England Cadbury is synonymous with chocolate. It is a traditional brand with brand awareness levels approaching 100 %. With a market share of more than 10 % in the field of dairy product desserts Cadbury is second only to Müller.
From May 2004 the dairy producer Müller, based in Market Drayton / UK, will take over the licence for Cadbury dessert products from the previous licensee Uniq Prepared Food. The profitable dessert business has a volume of almost 150 million pots and is worth 50 million pounds. Müller will therefore expand its leadership in the traditional dessert segment to a market share of 25 %. It is now the uncontested market leader in this segment as well. The highly desirable Cadbury licence complements the Müller portfolio superbly and will provide new opportunities for product innovations.
The granting of the licence will initially impact on the company’s marketing, sales and distribution activities. Müller’s logistical requirements in the UK are optimally catered for by its subsidiary Culina Logistics. Production will continue to be based at Uniq in Paignton, since suitable capacities have yet to be developed at Market Drayton.
Thomas Hinderer, CEO of the Müller Group, sees the successful acquisition of Cadbury as marking an important strategic step on the company’s way to becoming the second-largest player in Europe.
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