Figtree Creative Director Nick Couch appeared on BBC News last night to talk about the brand impact of Kraft's takeover of Cadbury. 

Nick talked at length about the effect of the takeover on Cadbury's Fairtrade policy, the internal branding implications of bringing together two very different corporate cultures and how the product portfolio of Cadbury could change as a result. Can you imagine buying a Kraft Dairy Milk. We at Figtree certainly can't!