Kraft finally makes Cadbury bid official and the war over value begins


It has been expected for some time now. U.K. business authorities told Kraft (KFT) some weeks ago that it would need to make an official bid for Cadbury (CBY) or make no bid at all. Cadbury has been clever about maneuvering itself into a position to either stay independent or fetch a high price from Kraft. It increased its guidance two weeks ago. Last week, Kraft's position to make the acquisition was hurt when it missed Wall Street revenue estimates.

None of that past is more than prologue now: Kraft made its much-anticipated official bid for Cadbury at a price of 717 pence a share or 9.8 billion pounds ($16.5 billion). Cadbury shares fell 1% to 750 pence just after the news was released. Shares had traded as high at 768 pence on hopes that Kraft would be more aggressive with its bid.