As a chocolate lover, I was more than concerned about the recent take over of Cadbury by American giant Kraft… many thoughts went through my head but biggest concern (due to my love of chocolate) is ‘will the chocolate go all Americany?’.  Sabrina, who sits next to me and is from Texas will disagree on this point, but American chocolate just doesn’t taste the same (and no Sabrina, it doesn’t taste better)!!!!

Now I know that I should be worried about the bigger picture: how this affects share prices? are jobs going to be lost in the UK as a result? etc etc…. but the media are covering that angle so I feel that I don’t have to!!!

So – I used GlideInsight, our online panel research tool to see what everyone out there thought about the takeover and quite rightly, over 45% of you are very upset that the take over has happened.

Whilst 27.72% (29.87% of women) worry about the chocolate not tasting the same (see it really does matter!).

For a serious angle I did also put a question into GlideInsight about whether people thought there were going to be job losses and a massive 59.21% (65.53% from the region of Midlands and Wales) of people agreed that it was inevitable as “it always happens in these circumstances”.  Only 7.23% of people thought that there wouldnt’ be job cuts in the UK (Kraft aren’t going to be too popular when the take over begins!).

So, I guess that Cadbury chocolate from Britain may never be the same (sniff, sniff) I guess I ‘ll just have to wait and see….  or maybe I’ll have to pledge allegiance to Nestle instead.