Acquisitions appear to be driving Cadbury's current strategy, as the company has now received conditional approval from Turkey's Competition Board to complete its takeover of Intergum.
Cadbury Schewppes is attempting to diversify in order to improve its sales figures. The 2005 acquisition of ethical chocolate brand Green & Black's was another example of Cadbury looking to obtain a perceived healthier product portfolio.

The Intergum addition is yet another attempt by Cadbury to diversify its portfolio. Chewing gum provided Cadbury with some success in the UK. The launch of Trident gum did prove relatively successful in early 2007, and it was estimated that the brand had obtained a 15% share of the UK chewing gum market. The company will now be looking to repeat that in Turkey. It is estimated that Intergum holds over 40% of the Turkish market, so this should provide a solid base to work from.