British confectionary company considering re-entering Israeli chocolate market in 2012 after attempting to conquer significant share of chewing gum market with Trident
British confectionery company Cadbury is considering re-entering the Israeli chocolate market through its representative, Globrands.
"We plan to focus on chewing gum in the coming year, but the chocolate will be introduced in 2012 and we'll set up a big distribution center in Modiin at a total investment of some NIS 18 million (about $% million)," revealed Globrands CEO Gadi Netzer.
Cadbury tried to enter the Israeli market in 2002, but was blocked aggressively by the Elite company. According to Netzer, "The company is not traumatized by the past. It looks at the Israeli market from a business perspective, and the gum test will prove it."