Cadbury TB centralises MR

Confectionery giant Cadbury Trebor Bassett is centralising its insight function onto one site and is recruiting more researchers.

The move follows the integration last year of the Cadbury chocolate division at Birmingham with Hertfordshire-based sugar confectionery division Trebor Bassett, as part of a shake-up by parent company Cadbury Schweppes.

The Trebor base has been chosen for the new centralised operation, with Cadbury staff having to relocate to Maple Cross, Hertfordshire. It was not clear how many would relocate.

However, the total MR headcount is expected to rise, according to CTB.

CTB md Andy Cosslett said the company is putting greater focus on the commercial side of the business, largely based on the need for a «profound understanding» of consumers and customers.

A CTB spokesman said there were no plans to review its roster of MR suppliers.

January | 2001