Kraft marketing shift from Milka to Cadbury

Kraft is reportedly scaling back its UK marketing for its Milka chocolate brand to focus on Cadbury Dairy Milk.

Milka was acquired by Kraft in 1990, when the brand was sold in only two countries. It is now sold in 22 countries with sales of about £1 billion. Kraft launched its biggest UK marketing push to date for Milka just before the acquision of Cadbury last year. The switch in investment comes as Cadbury reconsiders the digital strategy for its marketing campaign in the run-up to London 2012.