Last year, Kraft launched its biggest UK marketing push to date for Milka. The campaign broke just weeks after the US food group made its controv-ersial acquisition of rival brand Cadbury.
According to sources, Kraft has now decided to focus on the Dairy Milk range over the next 12 months. One said Milka was a ‘victim’ of the deal to acquire Cadbury. He added that Kraft had developed a plan to push Milka in the UK before the takeover of Cadbury.
Milka was acquired by Kraft in 1990, when the brand was sold in only two countries. It is now sold in 22 countries with sales of about £1bn.
The switch in investment comes as Cadbury reconsiders the digital strategy for its ‘Spots V Stripes’ marketing campaign in the run-up to London 2012.
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