Kraft Foods, which recently acquired the British giant Cadbury, believes that by acquiring Cadbury it will be easy for the company to expand its footprints in India as well other developing markets. Kraft, the U. S. confectionery giant, has now become the world's biggest confectionery company by owning Cadbury.

Cadbury has a good market share in India and other developing markets and this will enable Kraft to enter these markets easily. Cadbury, which is in India for past 60 years, sells popular chocolate brands like Dairy Milk, 5 Star and Perk. Apart from chocolates, it also sells products in snacks, beverages, and candy and gum categories.

Rebuffing criticism that Kraft if going to asset strip Cadbury, Kraft CEO Irene Rosenfeld said, "Look at how Kraft has invested in Milka and Toblerone, two European food companies, two decades ago." She also said that "Cadbury is an icon and we are not going to get rid of it. It generates enormous recognition and loyalty. I believe it is a very important asset in the acquisition."

Kraft also believes that the Bournville chocolate, the most popular brand of Cadbury worldwide, is the heart and soul of Cadbury and the company wants to continue making investments in the site.