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Kraft Wins a Reluctant Cadbury With Help of Clock, Hedge Funds
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Kraft reaches an agreement to acquire Cadbury at 830 British pence per share in a meeting between Ms. Rosenfeld, Kraft CEO, and Cadbury CEO, Mr. Carr. This is about 50% premium over the price of Cadbury shares in Sept, 2009. Cadbury CEO Carr was opposed to the merger of the two companies and stated he saw "no strategic, operational, managerial or financial reason" for the two companies to merge. Cadbury described the Kraft management as one that had unattractive categories and which "under-delivers." In the end Carr was pushed into the deal because hedge funds had acquired about 30% of Cadbury shares in hopes of making gains, creating the danger that Cadbury could end up with a lower offer. The acrimony is likely to make a merger of the two companies difficult and costly. Kraft coveted Cadbury for its penetration of emerging markets, but lacks the experience and talent in this area of its own to carry out a smooth merger of vastly different companies with different focus.
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