1. Introduction
In 2009 Cadbury had a great crisis in New Zealand. The Public learned that Cadbury is substituting palm oil for cocoa butter in its chocolate. This step seemed to more effective. The price is lower and the industry or other companies use is as well. But this action didn’t work out it was supposed to be. The public reaction was shattering. Because of this reaction Cadbury was forced to withdraw its steps. The image still suffers and the sales are not the same they were before this protest.
This shows the power and potential consumers have. In a positive and negative way. But do the customers feel guilty for the wrong reasons? Why do they feel guilty?

2. Industry overview
People around the world share a love of chocolate, one of the most delicious and pleasurable foods on earth like many would say. But although Australia and New Zealand are not the typical nations that have the highest chocolate consumption in kg per head, like Ireland, Germany or Switzerland for example, chocolate is still a main topic.

Like on the following graphic it is shown, Australia is settled in-between European countries and is even before America which is very unusual. When spoken about unhealthy food most of the people assume America would be at least in the top 5.

(Graphic 2.1.)
Cadbury is one of the biggest chocolate suppliers in New Zealand and Australia. But if you have a look at the international Companies all over the world on Table 2.1.
Company Net Sales 2011 (US$ millions)
Kraft Foods Inc (USA) 19,965
Mars Inc (USA) 16,2
Nestlé SA (Switzerland) 12,808
Ferrero Group (Italy) 9,612
Hershey Foods Corp (USA) 6,112
Chocoladefabriken Lindt & Sprüngli AG (Switzerland) 2,796
August Storck KG (Germany) 2,205
Yildiz Holding (Turkey) 2,095
Meiji Co (Japan) 1,791
Arcor Group (Argentina) 1,716
(Table 2.1. Candy Industry, January 2012)