Cadbury's Key Ingredient: Gum

"Gum is definitely one of the big factors behind this deal," says Lee Linthicum, the London-based head of global food research at Euromonitor. "It's not just buying a power brand in Cadbury—there's a lot more in Cadbury's portfolio that has real potential for innovation." Indeed, in her takeover proposition to Cadbury Chairman Roger Carr, Kraft CEO Irene Rosenfeld called the possible acquisition of the British candy company "a logical next step in our transformation as we shape the company into a more global, higher-growth, and higher-margin entity."

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