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The Long View

Factual: History

History series in which stories from the past shed light on current events

Jonathan Freedland presents the series in which stories from the past are compared with current events.

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The Long View: British brands, American takeovers: Boots and Cadbury

British brands, American takeovers: Boots and Cadbury

16/03/2010

BBC Radio 4 - The Long View, British brands, American takeovers: Boots and Cadbury

Jonathan Freedland takes the Long View of Kraft's takeover of Cadbury.

Jonathan Freedland compares the recent purchase of Cadbury by Kraft with the takeover of Boots the Chemist by an American company in 1920.

Jonathan Freedland takes the Long View of the recent purchase of Cadbury by Kraft, comparing the deal with the takeover of Boots the Chemist by an American company in 1920.

When the founder of the chain, Jesse Boot, put it up for sale it prompted a storm of controversy in the local and national press. A rival chain responded by marketing itself as the 'biggest British chemist', playing on the idea that Boots had betrayed their national roots. The takeover prompted a period of austerity in the company as the American owners embarked on an efficiency drive.

Jonathan draws on the lessons of the Boots takeover, asking how important it is for national brands to remain in British hands. Guests include Lord Digby Jones and Stefan Stern of The Financial Times, and readings are provided by James Coombes, former Milk Tray Man.

Image: Man unloading goods from a cart in front of a Boots store, 1915.

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British brands, American takeovers: Boots and Cadbury

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