The president of Green & Black’s has confirmed that Kraft does not intend to sell the brand, after intense media speculation suggested a buyout was on the cards.

Although it was previously thought Kraft were keen to sell on the organic chocolate brand, Green & Black’s president, Craig Sams, has said otherwise, believing comments he made to be the trigger for the Kraft rumours.

“In February last year, I’d said I’d be interested in buying it back. As a result, I had people coming to me asking if they could invest”, Sams admitted to marketing news website, Brand Republic.

Sams did not confirm any truth behind the rumours that Green & Black’s was deeply unhappy at the Kraft-Cadbury takeover, however it seems Kraft consider Green & Black’s “a fit for their global business.”

“I would love to own the brand again. But it’s a bit like adoption – as long as I know it’s going to a good home that’s alright. It’s choosing between my own selfish interest and the future of the brand,” confirmed Sams.

He also added that he had faith in Kraft’s ability to develop the luxury brand, claiming Kraft “would not put a foot wrong.”

Additionally, the president of Kraft European, Michael Clarke, has spoken of his confidence in the company’s abilities.

Speaking to The Grocer, he claimed: “Kraft Foods is the world’s largest chocolate company, with many of the world’s favourite brands. Kraft has the experience, capability and innovative outlook to drive growth. You only have to look at our growing brands in the UK.”

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