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#CremeEggGate Puts A Dent In Cadbury

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British distaste for Kraft Foods Group Inc (NASDAQ: KRFT) bubbled to the surface this week after Cadbury announced that it was changing the recipe for the chocolate used to coat Cadbury Creme Eggs in the UK. 

In 2010, the American food company took over the U.K.-based chocolatier, much to the outrage of British consumers who had long been loyal to the brand. Although Kraft pledged to keep the chocolate maker’s Keynsham plant open following the acquisition, Kraft reneged on the promise and moved Cadbury’s operations to Poland. The decision cost the city hundreds of jobs and left British consumers with a bad taste in their mouths.

Cadbury enthusiasts have remained loyal to the brand; that is until the company announced that it would use a standard coco mix in its chocolate recipe for the beloved eggs rather than its original Dairy Milk concoction. The announcement came on the heels of another blow to the brand’s followers — the number of eggs sold in one box would be reduced to five from six this year.

Disappointed customers flooded social media with the hashtag #cremeegggate to express their frustration with the changes.

Despite that, some say sales could rise as customers rush out to try the renovated eggs rather than boycotting new recipe. Some news outlets in the U.K. have already begun conducting taste tests, with most of those interviewed saying that they were unable to detect a real difference.

 

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