Green & Black's founder scotches Kraft buy-out rumours

Kraft has no intention to sell Green & Black's, according to the brand's founder and president, Craig Sams, talking to Marketing.

Green & Black's: halts rumours of a buy-out from Kraft
Green & Black's: halts rumours of a buy-out from Kraft

Reports about management investigating ways to engineer a buy-out from Kraft, which completed its £11.7bn takeover of Cadbury last year, speculated this week.

However, Sams said Kraft wanted to "hang on to Green & Blacks", but admitted the rumour mill may have been started by comments he made last year.

He said: "In February last year, I said I'd be interested in buying it back. As a result, I had people coming to me asking if they could invest."

Although Kraft kept Green & Black's in a "holding pattern" while they prioritised the takeover of Cadbury, Sams said it was "not something they want to sell".

He said: "They consider it a fit for their global business. I would love to own the brand again. But it's a bit like adoption – as long as I know it's going to a good home that's alright. It's choosing between my own selfish interest and the future of the brand."

Sams acknowledged it is unlikely that a multinational like Kraft would "not put a foot a wrong", but said it had the resources to develop the brand.

Sams, who sold Green & Black's to Cadbury in 2005 for £20m, has remained as president of the brand.

He said: "It's a slightly honorary role, but I have been known to throw my toys out of the pram when things come to a head. I am still president – nobody has told me otherwise."

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content