Jakartass Home thoughts from abroad. Alien thoughts from home.

Two years ago I wrote about not knowing that Cadbury's, the world renowned confectioner founded in 1824 by a Quaker family, was no longer a family firm. At least it was still a British firm, I think, offering familiar taste treats, even if I have had to rely on oleh-oleh brought back by returning friends or visiting family.

So what am I to make of its $11.9 billion takeover by Kraft which adds another leading British confectioner to a portfolio which already includes Bournville, Bassett's Liquorice Allsorts, Terry's and Green & Black's?

On my worldly travels, I've tasted Cadbury's Dairy Milk Chocolate – a glass and a half in every bar – from Ireland and New Zealand and discovered that they seemed to taste better than the English version. Something to do with the better quality grazing, I always thought. I never really liked American chocolate, and I now learn (read the comments) that American brands have loads more sugar. So, will Kraft homogenise for global markets?

For those of us who hanker after certain favourites of former times, there is the thought that Kraft will undoubtedly 'rationalise' the product lines. "There is a very real danger that some of the brands will disappear," said Tim Richardson, author of Sweets: a History of Temptation. "Whenever there is a big takeover, a company will look to improve productivity and ­profitability. Within five years, we could be looking at a Cadbury with far fewer brands. Mars only makes big brands, and Kraft might follow that route, which is very modern. Cadbury is not sentimental and will close underperforming lines, but you can't help thinking that without the same emotional investment in say, 'Finger of Fudge', the ­conversation in the Kraft boardroom will be very different."

While the Cadbury boardroom with its legions of financial and legal advisers has done very nicely thank you out of the deal, there will be "inevitable" job losses. It must not be forgotten that the "Quaker-owned company is worth special mention for its enlightened attitude toward employees. This chocolate company was the first firm to grant its workers a 5-day work week. Also, sports facilities, medical facilities, schools, kitchens and community gardens were built for the employees."

Cadbury's shareholders have until February 4th to accept or reject the deal. As much as the workers are appealing to them to help save their jobs, and as much as Warren Buffett objects – and he controls 9.4% of Kraft's shares – the takeover is a forlorn foregone conclusion because 40% of Cadbury's shares are already held by American funds.

There's not much we can do about it now, although Bruce Wagner feels we should all boycott the company, and a host of others. I wish I could; it's a forlorn thought, but at least I can post his picture of captivating (processed) cheesecake.

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Kraft wiki page – in Indonesian.