Kraft's Hostile Bid for Cadbury Rejected

Posted by: Mark Scott on November 09

After months of planning, Kraft finally made its move on Nov. 9 for British candy maker Cadbury. Unfortunately for the Northfield (Ill)-based food giant, Cadbury reply was short and sweet: ‘Thanks, but no thanks.’

The British firm’s rejection of Kraft’s hostile takeover isn’t surprising. Under the proposal, the U.S. company is offering a cash-and-stock offer that values Cadbury at $16.5 billion. That’s considerably less than most Cadbury shareholders had wanted, and mirrors the terms first offered to the company in late August. Since then, though, Cadbury’s share price has jumped more than 30%, while Kraft’s stock has fallen roughly 5%. No wonder, then, that Kraft’s bid was quickly turned down.

So what next? Under Britain’s so-called ‘Put Up or Shut Up’ rule, Kraft now has 28 days to convince Cadbury shareholders of the deal’s value. Shareholders will then have an additional 60 days to make up their minds. Yet if market conditions don’t change remarkably, Kraft will either have to walk away or increase its offer, particularly the cash component.

Unfortunately, its already-hefty debt burden makes any large-scale cash injection hard to justify. And convincing shareholders to take a less-than enticing offer will certainly be a tough sell. For Kraft, the questions now are: how much do we really want Cadbury? And how much are we willing to spend?