We can only speculate as to the real reasons the Ferrero family abandoned its consortium bid for the UK's Cadbury for at least the second time in a decade, write Ben Harper and Shonali Sashikant.
The proud third-generation Italian business, with a turnover of €6.2 billion and a string of industry awards to its name, recently shocked the business community with its sudden withdrawal in the high profile battle against, amongst others, the US goliath Kraft.