Leading brand strategy consultant, Simon Middleton has expressed his concern and sadness regarding the deal between Cadbury and Kraft which is set to be sealed.
The marketing guru fears the new owners will not protect the brand and its strenght.
Simon Middleton said: "I'm sad about the deal and worried for the brand.
"Another great British brand gets absorbed. It's hard to imagine the new owners understanding and caring for Cadbury."
Middleton has consulted to British Airways, Aviva (formerly Norwich Union), McCann Erickson and other top firms in the UK.
His programme "The Brand Effect" appears on Sky TV and he will also feature on The Great British Holiday Show with Duncan Bannatyne on Virgin 1 in Summer 2010.
His website: www.brandstrategyguru.com
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