The authentic UK Cadbury chocolate is being effectively blocked from the stores of the United States due to the lawsuit brought by Hershey, the American confectionery giant. Hershey’s considers this lawsuit as being a valid precaution that is aimed to prevent infringing the company’s US license and the already present brand confusion. The trademark rights of the US Company have always been protected and this legal action will certainly prevent the consumers from being misled or confused when purchasing the products.
In the United States, Hershey has the only right to sell several chocolate brands such as Cadbury, York, Kit Kat and Maltesers. It is a known fact that the experts which make the Cadbury products for the US use a totally different and unique recipe, but is this international marketing strategy the right one?
In the global context given, the history and tradition of the Cadbury chocolate is being ripped apart, the main attribute of the product being the denied its unique recipe. As the two most important British sweets importers have agreed to no longer deliver the British products into the US, the only solution for the sweet-toothed US buyers is to gather their chocolate supplies while they still can. Although the Americans and the Brits that live in the United States have complained that they do not like the new recipe of American chocolate, no other option has further been discussed. Until now a number of 33,000 unsatisfied costumers have signed the online petition that fights for the right of the UK Cadbury chocolate to be present in the US; also, the UK Cadbury chocolate lovers have spoken their opinion on social media platforms like Facebook, Twitter and have even posted it on the White House website.