Mondelez International ... The company’s brand portfolio includes Oreo, Ritz, LU, CLIF Bar, and Tate’s Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka, and Toblerone ...

So how do you launch a historic French biscuit brand into the UK? While our natural inclination was to extol the benefits of LU's 'Frenchness', Brits reject anything that implies French superiority.