Wispa of War

It is ironic and totally sad that in a world troubled by upheaval and conflict two of the so called Super Powers and self professed guardians of justice, democracy and peace,  The United States and Britain are preparing to go to war against each other.

The matter which is arousing strong political, social and cultural feelings is not territorial, involving a battle over scarce resources nor have any lives or reputations been threatened or defiled.

To date, no flags have been burned and Embassies have not started to pack their bags and dispose of sensitive documents.

In spite of the lack of mobilisation of respective military forces the crisis which is in its early but still virulent stages has been likened to the symbolic and inflammatory act by American Independence Campaigners in dumping the contents of tea chests into Boston Harbour in 1771.

The dispute is over chocolate, specifically the world renowned products of the now American owned but distinctively British company of Cadbury's.

It is a business with an illustrious history, founded in 1824, and responsible for producing it's iconic and flagship Dairy Milk Bar in 1905 as well as household names in the post war period including everyone's favourites of Curly Wurly, Crunchie, Milk Flake, Wispa Bar and Creme Egg.

Kraft Foods bought out the operation and intellectual property in an initially hostile takeover bid in 2010 which attracted considerable opposition from the British public and with questions being asked in Parliament on how such an important institution could fall into the hands of a foreign company. Assurances were demanded over continuity of employment for the workforce in its key locations including Birmingham in the English Midlands.

The brands were strong and globally recognised and in being seen to compliment the huge product base of Kraft would undoubtedly be safe from attack even if manufacturing were to leave home shores.

Surprisingly the current declaration of war is not directly through the actions of Kraft but from the equally charismatic and evocatively Stateside chocolate makers Hershey who negotiated the rights to manufacture and market Cadbury branded products in America.

Hersheys, a comparative upstart of a business being founded some 70 years after Cadbury, are a mega corporation with a wide portfolio of commercial interests which extends to sports and leisure concerns and a few steps up from Cadbury World, a real amusement park.

In spite of the Hershey Licence to produce there has been a steady and reliable importing of genuine UK made Cadbury chocolates into the United States to meet the demand from ex-pats numbering nearly 700,000 potential consumers as well as a faithful and growing number of Americans who like the taste of what they regard as European Confectionery.

In January this year, 2015, Hershey made a declaration of war in claiming that the dual arrangement infringed the trademark and impacted unfairly on their Licence Rights and Entitlements. They won the complex legal arguments resulting in the import ban. Other UK products such as Kit Kat and Yorkie Bars by Nestle (Formerly Rowntrees of York) were also blacklisted on the basis that their packaging and design were similar to US products and confusing US consumers.

The ruling and stance has outraged many and on-line petitions and Facebook Campaigns have indicated many tens of thousands of supporters for genuine Cadbury goods.

Hershey whilst keeping the Cadbury name have introduced their own patented ingredients including sour milk, extra sugar and preservative for a longer shelf live. The original Hershey Bar, regarded by many as untouchable as a pivotal part of the American Dream and a mainstay and taste of home for US Troops in the Second World War has come under attack for its poor quality and what has been unflatteringly described as a "vomit-like" aftertaste.

This is in direct contrast to the tastier, creamier and altogether more pleasing sensations of British chocolate.

The ban on the importing of Cadbury has been seen as being contradictory to the American championing for choice and competition and downright unfair to those businesses trading in the US in British lifestyle products.

Hersheys have been widely criticised for passing off their inferior version of chocolate under the respectable guise of a market leader with a reputation for quality.

The outbreak of war may spark, if it is not already taking place, an illicit trade in British chocolate across the Atlantic by those returning home for a brief visit or family members running the risk of Customs and Immigration discovering bulging suitcases of Curly Wurly's as they arrive at the airports or quaysides of the Brave New World..