After months of negotiations, Cadbury has accepted a bid by Kraft to buy the company for $19 billion. The combined companies will have more than $50 billion in annual revenue.
Cadbury had initially resisted the deal, which led to rumors of a hostile takeover. Now, Cadbury chairman Roger Carr said the deal, “represents good value for Cadbury shareholders.” Kraft had originally offered $16.7 billion for the company this past September.
In terms of messaging the deal, “Brunswick currently handles the financial comms for Kraft’s bid, but Edelman is expected to assume the core elements of its corporate and financial PR now that the bid has been accepted,” reports PRWeek UK.