Jan
25
What’s Global Reach Worth to Kraft? $19 Billion
Posted in: UncategorizedCHICAGO (AdAge.com) — Kraft Foods' agreement to purchase British confectioner Cadbury for more than $19 billion — the culmination of a four-month courtship — is testament to the growth categories major U.S. marketers crave, particularly in developing countries. The purchase would put Kraft atop the $167 billion global confectionery market, and ensure that one out of four of its sales dollars comes from developing markets.
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