It's easy to understand the reluctance by the family to let go of a 186 year old heritage. Even easier to understand the feeling of the some 4,500 employees who are threatened with redundancy.
What is difficult to understand is the board spending over £240 MILLION in advisory and financing fees in an effort to sell the idea to their shareholders. It's akin to me taking £100 from your wallet to convince you to sell your watch!
Assuming the £11.6bn offer is accepted by shareholders, US company Kraft will obtain some of the most iconic branding in our history. An exaggeration you say? I only have 3 things to say "How do you eat yours?", "Made with a pint and a half of full cream milk" and of course "everyone's a fruit and nutcase".
Interesting to note that 45% of shareholders reside in the US and that the Chief Exec stands to make £20m from the sale of his stock options.
Whatever happens I assume I will still get my Button's Eggs every year!