Kraft made its disclosure as part of a "global growth strategy" presented yesterday (15 September), following its £13.7bn acquisition of Cadbury in January.
The company's assessment has been rejected by Superbrands, which measures the power of world’s leading brands.
According to Superbrands' 2010 survey, Cadbury ranked 86, way behind top flight BBC in fifth place and Coca-Cola at seventh.
Stephen Cheliotis, chairman of Superbrands' council, remained adamant. He said: "Cadbury is not as strong a brand as the BBC. The BBC is still a most respected and loved brand in the UK."