Partnership with Kent provides a strong platform in a key emerging market

Cadbury CEO

Kent has a 66% market share in Turkey and nearly 100% of Turks have heard of its main brands - such as Jelibon, Tofita and Top Top - the UK firm said.

Furthermore, Kent exports to 66 countries in the Balkans, Middle East and Central Asia.

"Partnership with Kent provides a strong platform in a key emerging market with direct links to adjacent regions where we successfully operate such as Africa, the Middle East and Russia", said John Sunderlund, Cadbury's chief executive.

Turkish delight

The Turkish firm is privately owned by the Tahincioglu family, which founded Kent in 1956.

Cadbury will buy at a minimum 51% stake in Kent from the Tahincioglu family.

Kent chairman Yakup Tahincioglu said his firm hopes to gain from Cadbury's "strong management, brand expertise and global route to market".

Kent employs about 1,000 staff, has a state-of the-art factory outside Istanbul and an extensive domestic distribution network through Birlik, said Cadbury's.

Shares rise

It is also the second biggest seller of chewing gum in Turkey with 14% of the market and brands that include Relax, Turbo and Minti.

Cadbury 2001 figures

Sales: £5.52bn, +21% Underlying pre-tax profit: £886m, + 12%

Cadbury's shares rose on the news and were trading in London up 2.5 pence, at 466.5p, by 10.50 GMT.

Cadbury's bought eight businesses last year, including Orangina and Slush Puppie.

It reported a forecast-beating 12% rise in underlying profits to £886m for last year, while sales surged 21% to £5.52bn.