Why Cadbury is taking ‘a glass and a half’ into new global markets

Setting strategy at a global level and then executing locally has always been the business model at Cadbury, ever since the British confectionery company sent its first recipe and ingredients on a boat to Australia in 1900.
Global brand director Ben Wicks describes the global Cadbury community as a “commonwealth of the willing”, drawing on the company’s heritage as a 194-year-old ethical business with roots across the British Commonwealth.
“One of the interesting quirks