Cadbury PLC

For most outfits, it's marketing 101: Products need to look attractive, sensual and delicious. But some brands have taken the opposite approach. By proudly touting their foul, harsh flavors, they've built a loyal base by convincing customers that a yucky flavor can lead to happiness.

Shareholders in British candy maker Cadbury are looking for a fat increase in the hostile takeover bid by Kraft Foods (KFT), as Kraft faces a Tuesday deadline for changes to its bid. Cadbury shares moved above 800 pence in Monday trading in the United Kingdom, indicating the market was looking for...

Kraft has offered more cash in its proposal to buy Cadbury, but neither Cadbury nor Warren Buffett, Kraft's major shareholder, likes the plan.