You are on page 1of 5

Cadbury Dairy Milk

Cadbury Dairy Milk is a brand of chocolate bar, that is made by Cadbury plc and
sold in several countries around the world. It first went on sale in the United Kingdom
in 1905.

2003 relaunch

In 2003 Cadbury made Dairy Milk into a family brand by taking existing brands -
Caramel, Wispa, Fruit & Nut, and Whole Nut - and marketing them as Dairy Milk
sub-brands; for example Wispa was phased out and replaced by "Dairy Milk Bubbly".
The Dairy Milk brand was also introduced as an endorsement brand on children's
products such as Cadbury Buttons and Freddo. At this time the entire Cadbury Dairy
Milk range was given a packaging revamp (along with all other Cadbury brands)
incorporating a new "swirl" around the Cadbury signature logo; the company name
had also recently been changed from "Cadbury's" to "Cadbury". By 2006 there were
fifteen Dairy Milk sub-brands produced in the UK, including Shortcake Biscuit,
Wafer, Orange Chips, Mint Chips, Crispies, and Creme Egg. In the subsequent two
years, however, the majority of these new sub-brands proved unsuccessful and were
discontinued. In 2008 "Apricot Crumble Crunch" and "Cranberry and Granola" were
released as new Dairy Milk variants.

The current UK range consists of Dairy Milk, Caramel, Fruit & Nut, Whole Nut,
Turkish, Double Choc, Apricot Crumble Crunch, Cranberry & Granola, Bubbly
(larger blocks only) and Crunchie Bits (larger blocks only).


Many of the newer Dairy Milk varieties are now manufactured in the Republic of
Ireland, France and Poland. Dairy Milk itself is also manufactured in France and these
products are sold in the UK. In early 2006, Cadbury changed the weight of its
medium bars from 200g to 250g, effectively phasing out the 200g "Wafer" bar, as the
way it was manufactured did not allow for it to be manufactured as a 250g bar.

Several reformulated versions are sold in the United States as the U.S. Food and Drug
Administration does not allow products that replace cocoa butter with vegetable fat to
be called chocolate.

In Australia, Cadbury Dairy Milk was reformulated in 2006 and again in 2009, with
the addition of palm oil as a replacement for some cocoa butter. This occurred in
conjunction with a weight reduction of the standard block from 250g to 200g. There
has been some outcry over the reduction in block size while the price stayed the same,
although Cadbury states that the wholesale cost per gram should be the same and the
retailers may not have adjusted their prices

In August 2009, Cadbury announced it would return to a Cocoa Butter only formula
due to a poor response from consumersDairy Milk is sold in the United States under
the Cadbury label, but it is manufactured by The Hershey Company in Pennsylvaniia.
2009 relaunch of individual brands

Following a trial in October 2007, the "Cadbury Wispa" brand was re-introduced in
the UK and the Republic of Ireland. Due to a positive response, Wispa is again
available on a permanent basis, and now the Dairy Milk Bubbly brand is exclusive to
the large block format.

In spring 2009, following the success of the Wispa relaunch as an individual product
brand, Cadbury Dairy Milk Caramel was relaunched, with the "Caramel" name re-
emphasised as the main on-pack brand, and the "Dairy Milk" brand de-emphasised.
The iconic "Caramel bunny" was re-introduced during this period with the slogan
"Still got it". The rest of the Cadbury range is slowly being revamped with new or
refreshed packaging as part of this reduction in emphasis on the Dairy Milk brand and
the reintroduction of individual product brands. Simultaneously, Cadbury have also
introduced a new look Dairy Milk logo and reintroduced the gold "Cadbury" logo,
reminiscent of the logo prior to the "swirled" Cadbury logo of 2003. Cadbury Dairy
Milk Buttons and Freddo have this logo.

Bar and a Half

In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a
replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants.
The concept is that the bar is to be more "portionable", so parts of the bar can be
"saved for later" although the bar is the same as the old 8 chunk but in Fruit and Nut,
Whole Nut and Standard. This bar has the new logo and packaging.

A similar technique has been introduced with Cadbury Double Decker and Cadbury
Boost bars. However instead of larger bars, two separate bars are packaged together
and are called "Duo". Both brands received a packaging refresh at the same time.

Cadbury secured Fairtrade certification for solid-chocolate Dairy Milk bars in the UK
and Ireland in 2009, with the first bars bearing the Fairtrade Mark produced on 21
July 2009.The company has since announced plans to roll out Fairtrade-certified
Dairy Milk bars in Australia and New Zealand (and by extension Japan) in spring
2010, and in Canada that summer.

Pre-2007 advertising

Dairy Milk has always tried to keep a strong association with milk, with slogans such
as "a glass and a half of full cream milk in every half pound" and advertisements that
feature a glass of milk pouring out and forming the bar.

A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was
particularly memorable and featured the writer, radio and television personality Frank

On 9 March 1976, American singer Neil Diamond performed a concert televised

throughout Australia during which he did a humorous live commercial for Dairy
Milk. This concert, including the ad as a bonus selection, was released on DVD on 1
July 2008.

In 2004, Cadbury started a series of television advertisements in the United Kingdom

and Ireland featuring a person and an animal representing the person's happiness
debating whether to eat one of a range of bars including Dairy Milk.

Glass and a Half full Productions

In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new
in-house production company called "Glass And A Half Full Productions" The advert
was premièred during the season finale of Big Brother 2007, and consists of a gorilla
at a drum kit, drumming along to the Phil Collins song "In the Air Tonight".It is
supposed to relate the joy of playing drums to that of eating a chocolate bar.

The advert has now become extremely popular with over three million views on
Youtube, and put the Phil Collins hit back into the UK charts.

On 28 March 2008

the second Dairy Milk advert produced by Glass and a Half Full Productions aired. It
features several trucks at night on an empty runway at a Mexican airport racing to the
tune of Queen's "Don't Stop Me Now". The ad campaign ran at the same time as the
problems at Heathrow Terminal 5 with baggage handling; in the advert baggage was
scattered across the runway.On 5 September 2008, the Gorilla advert was relaunched
with a new soundtrack – Bonnie Tyler's "Total Eclipse of the Heart" – a reference to
online mash-ups of the commercial. Similarly, a version of the truck advert appeared,
using Bon Jovi's song "Livin' on a Prayer". Both remakes premiered once again
during the finale of Big Brother 2008In January 2009, another new advert was
released, of two children moving their eyebrows up and down rapidly to a set electro-
funk beat: "Don't Stop the Rock" by Freestyle.

United Kingdom


• Cadbury Dairy Milk (launched 1905)

• Cadbury Dairy Milk Tasters
• Cadbury Dairy Milk Caramel (launched 1976 as Cadbury's Caramel,
rebranded in 2003)
• Cadbury Dairy Milk Fruit and Nut - almonds and raisins (launched 1928 as
Cadbury's Fruit & Nut, rebranded in 2003)
• Cadbury Dairy Milk Whole Nut - hazelnuts (launched 1933 as Cadbury's
Whole Nut, rebranded in 2003)
• Cadbury Dairy Milk Double Choc (launched 2007)
• Cadbury Dairy Milk Turkish - Turkish delight (large block launched 2003,
49g bar launched 2006)
• Cadbury Dairy Milk with Crunchie Bits (launched 2003, only available in a
larger block)
• Cadbury Dairy Milk Apricot Crumble Crunch (launched 2008)
• Cadbury Dairy Milk Cranberry and Granola (launched 2008)
• Cadbury Dairy Milk Bubbly (launched 2003, only available in larger block)


• Cadbury Dairy Milk Orange - orange flavoured

• Cadbury Dairy Milk Mint Chips (launched 2004, until 2008)
• Cadbury Dairy Milk Orange Chips (launched 2005)
• Cadbury Dairy Milk Shortcake Biscuit (launched 2001)
• Cadbury Dairy Milk with Creme Egg (launched 2006, replaced by Creme Egg
Twisted in 2008)
• Cadbury Dairy Milk Crispies - rice crispies (launched 2003)
• Cadbury Dairy Milk Almond & Honey (launched 2005, as large block only)
• Cadbury Dairy Milk Wafer (launched 2004)

Many of these varieties were available before their recent mainstream releases. They
can be found, alongside other exotic varieties, in speciality Cadbury shops.


• Cadbury Dairy Milk

• Cadbury Dairy Milk Caramel
• Cadbury Dairy Milk Fruit & Nut - almonds and raisins
• Cadbury Dairy Milk Whole Nut - hazelnuts
• Cadbury Dairy Milk Double Choc
• Cadbury Dairy Milk Tiffin - biscuits and raisins
• Cadbury Dairy Milk Coconut Rough
• Cadbury Dairy Milk Turkish - Turkish delight
• Cadbury Dairy Milk Mint Crisp
• Cadbury Dairy Milk Golden Crisp - Crunchie pieces

Australia and New Zealand

• Cadbury Dairy Milk

• Cadbury Dairy Milk Fruit & Nut - almonds and raisins
• Cadbury Dairy Milk Hazelnut
• Cadbury Dairy Milk Roast Almond
• Cadbury Dairy Milk Brazil Nut
• Cadbury Dairy Milk Cashew
• Cadbury Dairy Milk Macadamia
• Cadbury Dairy Milk Coconut Rough
• Cadbury Dairy Milk Mousse - chocolate mousse
• Cadbury Dairy Milk Caramel Whip - caramel and nougat
• Cadbury Dairy Milk Chocolate Whip - chocolate and nougat
• Cadbury Dairy Milk Marble
• Cadbury Dairy Milk Peppermint
• Cadbury Dairy Milk Breakaway
• Cadbury Dairy Milk Caramello - caramel
• Cadbury Dairy Milk Rocky Road - marshmallows, cherry flavoured jellies,
peanuts and coconut
• Cadbury Dairy Milk Snack- caramel, pineapple, orange, Turkish delight,
strawberry and coconut ice.
• Cadbury Dairy Milk Top Deck - milk chocolate and white chocolate)
• Cadbury Dairy Milk Triple Decker - milk chocolate, white chocolate and a
third layer (see notes below)

Cadbury Dairy Milk Three Wishes - milk chocolate, white chocolate and dark
 Cadbury Dairy Milk Black Forest
 Cadbury Dairy Milk Turkish Delight
 Cadbury Dairy Milk Duo - double choc
 Cadbury Dairy Milk Mint Chips
 Cadbury Dairy Milk Malt Crisp
 Cadbury Dairy Milk with Crunchie
 Cadbury Dairy Milk Desserts Banoffee Pie
 Cadbury Dairy Milk Desserts Berry Pannacotta (New Zealand)
 Cadbury Dairy Milk Desserts Boysenberry Shortcake
 Cadbury Dairy Milk Desserts Crème Brulee
 Cadbury Dairy Milk Desserts Fudge Brownie
 Cadbury Dairy Milk Desserts Lemon Cheesecake
 Cadbury Dairy Milk Desserts Tiramisu
 Cadbury Dairy Milk BubblyThese are the more popular varieties. Other versions
such as Swiss Chalet, are trialled from time to time. The third layer of the Triple
Decker has been changed several times, since 2000 these have included caramel,
strawberry, raspberry, and mint.


• Cadbury Dairy Milk

• Cadbury Dairy Milk Fruit & Nut - almonds and raisins
• Cadbury Dairy Milk Hazelnut
• Cadbury Dairy Milk Almond
• Cadbury Dairy Milk Bubbly
• Cadbury Dairy Milk Mint Menthe
• Cadbury Dairy Milk Orange
• Cadbury Dairy Milk Peanut Butter
• Cadbury Caramilk - caramel