• Wall Street Journal, Monday, April 19, 2010 12:30 PM

Kraft sees India as a potentially huge market in which it will be able to use Cadbury's existing infrastructure to market products like Oreo cookies, Kraft cheese and Tang drink mix, CEO Irene Rosenfeld tells Anjali Cordiero in a brief Q&A.

"We could have launched Tang ourselves in India years ago. The challenge is it's costly to build the infrastructure," she says. "The decision to piggyback Tang on a chocolate infrastructure that already exists is much easier to make." In the U.S., Kraft believes the widespread presence of Cadbury's gums in gas marts and convenience stores gives it an opportunity to introduce biscuit products such as Oreos and Ritz crackers.

Rosenfeld also says the company is well prepared for an economic upturn, having put together a portfolio of product at different price points. "In coffee, for example, we've got Starbucks [coffee beans] at the upper end and Maxwell House kind of mainstream," she says.

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