Cadbury ties with Kraft

In a step towards the consolidation of Kraft and Cadbury in India following the $19.7-billion acquisition of the latter by the US-based foods major, the chocolate maker has integrated Kraft brands Tang and Oreo into its system. The two products, being distributed by Universal Corporation and Barakat Foods, two local distributors, will now be pushed by Cadbury India.

“The two will be a part of the Cadbury India portfolio,” says Anand Kripalu, president, South Asia and Indo-China, Kraft Foods, and managing director, Cadbury India.

The third Kraft brand, Toblerone, available in India through the import route and distributed locally, will not be a part of the Cadbury system for now. “That will continue to be available through the import route,” says Kripalu. “Toblerone is produced in Switzerland. There are no plans to locally manufacture it.”

Cadbury has three flavours of Tang — orange, lemon and mango — in the market, while Oreo is available as a dark chocolate-colour biscuit with vanilla cream, priced at Rs 5, Rs 10 and Rs 20, while Tang is available in sachets (Rs 4-5 each) and pouches of 200g (Rs 35) and 500g (Rs 80).