On the face of it, the clash of cultures between Kraft Foods and its takeover target could hardly be more acute.

For most of its 185-year history Cadbury has been viewed as one of the most paternalistic and socially aware employers in the UK.

In contrast, Kraft is seen by some in the US as a union-busting corporate giant that is at the heart of the global obesity crisis.

It has come under fierce attack from health-food campaigners, who say that its highly processed foods should not be marketed to children.

Kraft has tried to reposition itself lately, cutting the levels of fat and sugar in its biscuits and pizzas. Critics say this is mere window dressing.

Cadbury's reputation is founded on Bourneville, the purpose-built village for Cadbury workers on a 120-acre site on the outskirts of Birmingham that was constructed in 1893.

John Cadbury opened his first shop in Bull Street, Birmingham in 1824 selling tea, coffee and drinking chocolate. As a strict Quaker he didn't drink alcohol and wanted to provide the people of Britain's second city with wholesome, alternative drinks.

The company can no longer claim to be so kind to staff — it has fired hundreds in the past few years and has been open about its ambitions on the global stage.

Under American chief executive Todd Stitzer, Cadbury has reinvented itself as a lean player with a focus on profit and shareholder value.

The soft drinks arm of the business, Schweppes, was demerged as Dr Pepper Snapple last year.