Rivalry between English confectioners
Rowntree sees rapid growth in demand and the development of new markets across the globe. The largest confectionery companies in England had a tradition of close trade cooperation – the ‘Five Firms’ and ‘Three Firms’ Conferences had included Cadbury, Rowntree and Fry since their inception. However, new legislation to prevent restrictive practices leads Rowntree to reassess their value. Economies of scale enable larger firms to see sustained growth as mass consumption increases during the 1950s, whereas smaller confectionery companies struggle.