CADBURYS

British confectionery company Cadbury was expected to reject a takeover bid formalized by Kraft
Foods Inc on Monday, triggering a bid battle that could last up to three months.

Following are key facts about Cadbury:

* Cadbury is the world's second-largest confectionery company after Mars-Wrigley, making

brands such as Dairy Milk chocolate, Trident gum and Halls cough drops.

* Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest
confectionery markets.

* Cadbury operates in more than 60 countries and employs more than 46,000 people.

* Full-year revenue in 2008 came to 5.4 billion pounds with underlying operating profit of 638
million pounds. (A lot of money!)

HISTORY

* Started life in 1824 with John Cadbury opening a shop in Birmingham selling tea and cocoa.

* Merged with Schweppes in 1969 to create Cadbury Schweppes.

* Became the world's biggest confectionery group in 2003 after buying the U.S. Adams chewing
gum business for $4.2 billion.

* Sold continental European business to Lion and Blackstone for 1.85 billion euros in February
2006.

* Demerged Cadbury Schweppes Plc in May 2008 following shareholder pressure, creating the
London-listed confectionery group Cadbury Plc and U.S. soft drinks group Dr Pepper Snapple
Group.

* In March 2009, sold Australian beverage business Schweppes Australia to Asahi Breweries for
A$1.185 billion ($769.5 million), completing its exit for soft drinks!
MARS
1932
Frank C Mars gives his son, Forrest, $50,000 and the formula for ‘Milky
Way’ to go to the UK and start his own business, Mars Limited, in Slough.
The first MARS bars are handmade, August Bank Holiday Monday. The
story of the MARS bar starts here.

1935
At one stage during the war there was no gold ink for printing wrappers.
During the war years, MARS bars were allocated to troops in the UK and to
prisoners of war in Germany.

1940-1945

WW2 sweet rationing introduced. MARS does its bit and continues to be
manufactured and distributed for the Armed Forces rations.
1953

Great news! Sweet rationing ended.

When confectionery rationing was lifted, 7,000 MARS® bars were sent to Dr
Barnardo’s children’s homes.

1955
MARS first TV advertising, “Stars love MARS” theme with Bob Monkhouse,
Richard Murdoch and Petula Clark.

1959
“A MARS a day helps you work, rest and play” first used.
1960

Check out the retro packaging from 1960!

1982
The Falklands Task Force takes 3 million MARS bars with them – what a
lot of bars!
1990

MARS sponsors the Football World Cup. And in 1992 MARS sponsors the
Olympic Games.

1992

National press latches on to the story that a warehouseman stole the

equivalent of 8 lorry loads of MARS bars worth around £500,000 with the
aid of a computer.

2006
Did you believe? MARS® bars in the UK are renamed ‘Believe’ bars on
pack as a gesture of support for the England football team for the duration
of the World Cup.
2007
‘Recharge on MARS®’ ad aired.
New kid on the block, MARS PLANETS® is launched