Reports said the deal to open up to 60 Cadbury-branded outlets was agreed before the Kraft takeover, but the US firm has signed off on the idea. Branded as Cadbury Cocoa Houses, the cafes will offer affordable afternoon teas and an on-site service that makes larger versions of Cadbury chocolate bars such as Twirl and Flake.
How I see it
MATT NEALE, Co-MD, Europe, GolinHarris
As a chocoholic, this is right up my street. Confectioners are constantly looking for ways to engage consumers in a branded environment. An authentic Cadbury cafe rooted in British heritage is a nifty idea today, while we're feeling protective over our favourite chocs, but will it translate into queues around the corner tomorrow?
The brand needs to look forward - it's all WiFi with your Wispa nowadays - and use this chain to join up the dots with its online presence.
Sadly, a lot of media commentators angry with the Kraft takeover will be looking for this to fail, so the concept needs to be bullet-proof before launch. There is a danger that journalists will use this as a Curly Wurly with which to beat up Kraft. That said, I wish it lots of luck. Perhaps Cadbury could open the first cafe in Bourneville? That would be a Boost for the brand.