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Kraft split ‘won't affect Bahrain operations’

Manama, September 27, 2012

There will be no changes to the management and staff in Bahrain as the operations of Kraft Foods in the kingdom become part of US-based Mondelez International, a Kraft Foods spokesman said.

With effect from October 1, Kraft Foods will divide into two publicly traded companies, a high growth global snacks business called Mondelez International with expected revenues of $35 billion and a high-margin North American grocery business Kraft Foods Group, which is expected to generate $18 billion revenue.

"Kraft Foods' production facilities in Bahrain are an important part of our overall GCC business strategy, and this will continue as we become Mondelez International," the spokesman said.

The multinational confectionary firm has a factory base costing $40 million in the Bahrain International Investment Park (BIIP).

Production levels in the facility have been going strong, experiencing a boost during Ramadan.

"We have just gone through our Ramadan peak season, and as expected, the Bahrain plant responded extremely well to the challenge," the spokesman said.

The company managed to maintain its market share despite the economic slowdown last year.

"Many parts of the world have experienced an economic slowdown," he said.

"However, we have maintained our market share by relentlessly focusing on consumer needs, and on successfully delivering the right product in the right format to our consumers across the GCC," he added.

The popular brand of Kraft cheese, which is well-established in the Middle East, will not undergo any changes in branding. However, the product will now become part of Mondelez International.

"The Kraft Cheese brand and Kraft Foods corporate name are very distinct," he added.

"The Kraft Cheese brand will continue to operate in the GCC countries as part of the Mondelez International business."

Popular brands such as Cadbury and Milka chocolate, LU, Nabisco, Oreo cookies, Trident gums, Jacobs coffee and Tang powdered beverages will be part of the portfolio of the new firm. – TradeArabia News Service




Tags: Bahrain | GCC | Kraft Foods | Manama |

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