Cadbury Dairy Milk is a brand of milk chocolate manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. In 2014, Dairy Milk was ranked the best-selling chocolate bar in the UK.[1] It is manufactured and distributed by the Hershey Company in the US under licence from Cadbury.[2]
History[edit]
In June 1905 in Birmingham, England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best-selling product by 1914. George Cadbury Junior, responsible for the development of the bar, has said 'All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customerâs daughter suggested Dairy Milk, the name stuck.'[3] Fruit and Nut was introduced as part of the Dairy Milk line in 1926, soon followed by Whole Nut in 1930. By this point, Cadbury's was the brand leader in the United Kingdom.[4] In 1928, Cadbury's introduced the 'glass and a half' slogan to accompany the Dairy Milkbar, to advertise the bar's higher milk content.[5]
In September 2012, Cadbury made the decision to change the shape of the bar chunks to a more circular shape in order to reduce the weight. The bar had not seen such a significant change in shape since 1905.
Since 2007 Cadbury had a trademark in the United Kingdom for the distinctive purple colour (Pantone 2865C) of its chocolate bar wrappers,[6] originally introduced in 1914 as a tribute to Queen Victoria.[7] In October 2013, however, an appeal by Nestlé succeeded in overturning that court ruling.[8]
In July 2018, Cadbury announced it would launch a new Dairy Milk version with 30% less sugar. The chief nutritionist of Public Health England, Dr Alison Tedstone, said she was 'pleased that Mondelez is the latest ⦠name' to offer 'healthier' products.[9]
Bars[edit]
Cadbury Dairy Milk Bubbly
The original Dairy Milk bar ('with a glass and a half of fresh milk') was launched in 1905.
Variant bars include Caramel, 'Fruit & Nut' (a bar with raisins and almonds), 'Whole Nut' (with hazelnuts), 'Dairy Milk Silk' and a bar with a Turkish delight centre. Dairy Milk Ritz, a bar with salty Ritz crackers was launched in the United Kingdom in 2014. Alongside this new bar, Dairy Milk with LU biscuits was also launched.
A Vegemite flavored bar, which consists of milk chocolate, caramel, and Vegemite (5%), was launched in Australia in 2015.
In 1986 the glass and a half symbol appeared on the front of the Irish Dairy Milk wrapper.
Ingredients and tastes for local markets[edit]
According to a 2007 report in The New York Times, a British bar contained (in order) milk, sugar, cocoa mass, cocoa butter, vegetable fat and emulsifiers, whilst the American version manufactured by Hershey started its list of ingredients with sugar. It also listed lactose, emulsifier soy lecithin, and ânatural and artificial flavorings'.[2] Cadbury supplied itschocolate crumb to Hershey, which then added cocoa butter during processing.[2] According to its spokesman, Cadbury tries to adapt the taste of the product to that which local consumers are accustomed, meaning more akin to a Hershey bar for the US market.[2]
There is a variation of taste between the UK Cadbury-produced products and the equivalents produced by Irish Cadbury; the same can be said for locally produced Cadbury products elsewhere in the world.
Advertising[edit]Pre-2007 advertising[edit]
In Ireland Cadbury Dairy Milk used the jingle 'The Perfect Word For Chocolate' (1986-1988) between (1989-1996) the popular jingle 'The Choice Is Yours The Taste Is Cadbury' with the 'Mysteries of Love' was a popular advert through them years. The song Show Me Heaven used in 1996 advert with the jingle 'Tastes Like Heaven'.
A museum display of tins of Cadbury's Dairy Milk chocolate
Cadbury 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.
In 2004, Cadbury started a series of television advertisements in the United Kingdom and Ireland featuring a human and an animal (representing the human's happiness) debating whether to eat one of a range of included bars.
Glass and a Half Full Productions (2007â2011)[edit]
In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new in-house production company called 'Glass And A Half Full Productions'.[10] 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'.[11] The advert has over twenty million views on YouTube, and put the Phil Collins song back into the UK charts.
On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full Productions aired. The ad, entitled 'Trucks' features several trucks at night on an empty runway at an airport racing to the tune of Queen's 'Don't Stop Me Now'.[12] 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.[13]
On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack â Bonnie Tyler's 'Total Eclipse of the Heart' â 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 2008.[14]
In January 2009, 'Eyebrows', the third advert in the series, was released, of two children moving their eyebrows up and down rapidly to a set electro-funk beat: 'Don't Stop the Rock' featuring Leah McArdle and Bradley Ford. Freestyle.[15]
In April 2010, a fourth advert aired, entitled 'Chocolate Charmer', containing a scientist mixing milk and chocolate to make a dairy milk bar to the tune of 'The Only One I Know' by The Charlatans. This was subtly different to the others as it did not feature the 'A Glass and a Half Full Production' title card at the start.
In April 2011, a fifth advert aired, known as 'Charity Shop' or 'Dancing Clothes', featuring dancing clothes at a charity shop to the tune of 'We Don't Have to Take Our Clothes Off' by Jermaine Stewart. This exposed the song to a new generation who downloaded the track and returned the song to the UK Top 40 so far reaching no. 29. This ad also marks the return of the Glass and a Half Full title card.
Glass and a Half Full Records[edit]
A new 'record label' was launched as part of the Glass and a Half Full Productions campaign. The first song released was Zingolo featuring Tinny, to promote Fairtrade Dairy Milk. A full music video was made incorporating the 60-second ads, as well as a Facebook page.
Joyville (2012âpresent)[edit]
The 2012 campaign focuses on an 'organisation made to bring joy to people'. Chocolate fountains were put in shopping centres such as Westfield London and the first ad focused on the relaunch of Dairy Milk Bubbly. During the campaign in 2012, Cadbury Dairy Milk was launched in new flavours such as Toffee Popcorn, Golden Biscuit Crunch (an exclusive to Sainsburys), Nutty Caramel and also Cadbury Dairy Milk with Oreo. Along with the new flavours, Cadbury also launched two new Bubbly bars including a mini version and a Mint Bubbly.[citation needed] Cadbury has also launched Crispello and, most recently, launched 'Marvellous Creations' in the UK.
In addition, Cadbury also brought the Joyville concept into Asia where Singapore Bloggers were invited to join in and spread the love.[16]
In 2014, Joyville was replaced with the 'Free The Joy' campaign. The song in a television advert is 'Yes Sir, I Can Boogie' by Baccara.[17] A new design was launched for Dairy Milk (and its variants) inviting consumers to scan an on-pack QR code and visit a website featuring 'Free The Joy' moments.
Marketing in India[edit]
Cadburys Chocolate in refrigerated display at a store in Coimbatore,India
Cadbury has enjoyed a substantial fan base in India. The Dairy Milk primarily is a huge success. Initially, the company had appointed Amitabh Bachchan as the brand ambassador in 2004.[18] However the brand soon faced a significant backlash with worms being spotted in the chocolate bars.[19] With its new campaigns however the company did get back on its feet.[20] Cadbury is known for its marketing campaigns in India that have known to instill a sense of playfulness and innocence with its campaigns. One campaign that promoted the product by using the country's love for cricket[21] was very successful. The ad is noted to be the best advertisement made in India by the Times of India.[22] Another famous campaign hosted by the company in the past was the 'Shubh Aarambh' Campaign. This campaign made use of the traditional practice of Indian households of having something sweet before every auspicious occasion. It is a traditional belief that this leads to a favourable outcome for the people. This campaign was also a huge hit and positioned Cadbury Dairy Milk chocolates as part of a family name.[23] Cadbury today holds 70% of the market share of the chocolate industry in the country.[24]
Grey imports[edit]
In 2015, Hershey's blocked imports of overseas-made Cadbury chocolate and other confectionery to the US that infringed on its trademark licensing in a settlement with a grey importer.[25] British Dairy Milk has been blind taste-tested as providing a creamier taste and texture with the Hershey's made chocolate leaving a less pleasing coating on the tongue and somewhat of a stale aftertaste.[26]
Recalls[edit]
Cadbury was fined GB£1 million in July 2007 due to its products having been found to have been at risk of infection with salmonella (at a factory in Marlbrook, Herefordshire). It spent a further £30 million decontaminating the factory.[27]
On 14 September 2007, Cadbury Schweppes investigated a manufacturing error over allergy warnings, recalling for the second time in two years thousands of chocolate bars. A printing mistake at the Keynsham factory resulted in the omission of nut allergy labels from 250g Dairy Milk Double Chocolate bars.
The 2008 Chinese milk scandal affected Cadbury, when much of the Cadbury Dairy Milk manufactured in mainland China was tainted with melamine. Although it can be safely used in plastic manufacturing, melamine is toxic, particularly to infants.[28]
In 2003 worms were found in the chocolate bars in India.[29] Widespread outrage brought by the state media halted production for a few days. Amitabh Bachchan, who was then the Brand ambassador, was also not spared. The company turned it around with new packaging and the brand had a rebirth.
See also[edit]References[edit]
External links[edit]
Retrieved from 'https://en.wikipedia.org/w/index.php?title=Cadbury_Dairy_Milk&oldid=890834044'
Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinationalconfectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars.[2] Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.[3]
Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries.[4]
Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a holder of a Royal Warrant from Elizabeth II since 1955.[5] Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969, known as Cadbury Schweppes until 2008, when the American beverage business was split as Dr Pepper Snapple Group; the rights ownership of the Schweppes brand had already differed between various countries since 2006. Cadbury was a constant constituent of the FTSE 100 on the London Stock Exchange from the index's 1984 inception until the company was bought by Kraft Foods in 2010.[6][7]
History[edit]1800â1900: Early history[edit]
An 1885 advertisement for Cadbury's Cocoa
In 1824, John Cadbury, a Quaker, began selling tea, coffee and drinking chocolate in Bull Street in Birmingham, England.[8] From 1831 he moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production.[9] In 1847, John Cadbury became a partner with his brother Benjamin and the company became known as 'Cadbury Brothers'.[9] In 1847, Cadbury's competitor Fry's of Bristol produced the first chocolate bar (which would be mass-produced as Fry's Chocolate Cream in 1866).[10] Cadbury introduced his brand of the chocolate bar in 1849, and that same year, Cadbury and Fry's chocolate bars were displayed publicly at a trade fair in Bingley Hall, Birmingham.[11] The Cadbury brothers opened an office in London, and in 1854 they received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria.[5] The company went into decline in the late 1850s.[9]
1891 advertisement
John Cadbury's sons Richard and George took over the business in 1861.[8] At the time of the takeover, the business was in rapid decline: the number of employees had reduced from 20 to 11, and the company was losing money.[8] By 1866, Cadbury was profitable again.[8] The brothers had turned around the business by moving the focus from tea and coffee to chocolate, and by increasing the quality of their products.[8]
Cadbury Factory, Bournville is located on the south side of Birmingham, England
The firm's first major breakthrough occurred in 1866 when Richard and George introduced an improved cocoa into Britain.[9] A new cocoa press developed in the Netherlands removed some of the unpalatable cocoa butter from the cocoa bean.[9] The firm began exporting its products in the 1850s.[9][12] In 1861, the company created Fancy Boxes â a decorated box of chocolates â and in 1868 they were sold in boxes in the shape of a heart for Valentine's Day.[10] Boxes of filled chocolates quickly became associated with the holiday.[10]
Manufacturing their first Easter egg in 1875, Cadbury created the modern chocolate Easter egg after developing a pure cocoa butter that could be moulded into smooth shapes.[13] By 1893, Cadbury had 19 different varieties of chocolate Easter egg on sale.[13]
In 1878, the brothers decided to build new premises in countryside four miles from Birmingham.[8] The move to the countryside was unprecedented in business.[8] Better transport access for milk that was inward shipped by canal, and cocoa that was brought in by rail from London, Southampton and Liverpool docks was taken into consideration. With the development of the Birmingham West Suburban Railway along the path of the Worcester and Birmingham Canal, they acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of countryside 5 miles (8.0 km) south of the outskirts of Birmingham. Located next to the Stirchley Street railway station, which itself was opposite the canal, they renamed the estate Bournville and opened the Bournville factory the following year.
In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own expense, a model village which would 'alleviate the evils of modern more cramped living conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of land. As the Cadbury family were Quakers there were no pubs in the estate.[8]
In 1897, following the lead of Swiss companies, Cadbury introduced its own line of milk chocolate bars.[14] In 1899 Cadbury became a private limited company.[14]
1900â1969[edit]
The packing room at Bournville, circa 1903
In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional quality with a higher proportion of milk than previous chocolate bars.[9] Developed by George Cadbury Jr, it was the first time a British company had been able to mass-produce milk chocolate.[14] From the beginning, it had the distinctive purple wrapper.[14] It was a great sales success, and became the company's best selling product by 1914.[9] The stronger Bournville Cocoa line was introduced in 1906.[9] Cadbury Dairy Milk and Bournville Cocoa were to provide the basis for the company's rapid pre-war expansion.[9] In 1910, Cadbury sales overtook those of Fry for the first time.[14]
Cadbury's Milk Tray was first produced in 1915 and continued in production throughout the remainder of the First World War. More than 2,000 of Cadbury's male employees joined the British Armed Forces, and to support the British war effort, Cadbury provided chocolate, books and clothing to the troops.[15]George Cadbury handed over two company-owned buildings for use as hospitals â 'The Beeches' and 'Fircroft', and the management of both hospitals earned the War Office's highest award.[15] Factory girls, dubbed 'The Cadbury Angels', volunteered to do the laundry of injured soldiers recovering in the hospitals.[15] After the war, the Bournville factory was redeveloped and mass production began in earnest. In 1918, Cadbury opened their first overseas factory in Hobart, Tasmania.
Cadbury Wharf, Knighton, Staffordshire. It was operated by Cadbury between 1911 and 1961 to process locally collected milk and produce 'chocolate crumb' which was transported to Cadbury's in Bournville.
In 1919, Cadbury merged with J. S. Fry & Sons, another leading British chocolate manufacturer, resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's Turkish Delight.[9] In 1921, the many small Fry's factories around Bristol were closed down, and production was consolidated at a new Somerdale Factory, outside Bristol.[14]
Cadbury expanded its product range with Flake (1920), Creme eggs (1923), Fruit and Nut (1928), and Crunchie (1929, originally under the Fry's label). By 1930, Cadbury was the 24th-largest British manufacturing company as measured by estimated market value of capital.[9] Cadbury took direct control of the under-performing Fry in 1935.[14] Dairy Milk Whole Nut arrived in 1933, and tins of Roses were introduced in 1938.[16] Roses has become a very popular Christmas (and Motherâs Day) gift.[17]
Chocolate ceased to be a luxury product and became affordable to the working classes for the first time.[14] By the mid-1930s, Cadbury estimated that 90 percent of the British population could afford to buy chocolate.[18] By 1936, Dairy Milk accounted for 60 percent of the UK milk chocolate market.[14]
During World War II, parts of the Bournville factory were turned over to war work, producing milling machines and seats for fighter aircraft. Workers ploughed football fields to plant crops. As chocolate was regarded as an essential food, it was placed under government supervision for the entire war. The wartime rationing of chocolate ended in 1950, and normal production resumed. Cadbury subsequently invested in new factories and had an increasing demand for their products.[19] In 1952 the Moreton factory was built.[20]
Cadbury has been a holder of a Royal Warrant from Queen Elizabeth II since 1955.[5] In 1967, Cadbury acquired an Australian confectioner, MacRobertson's, beating a rival bid from Mars.[21] As a result of the takeover, Cadbury built a 60 percent market share in the Australian market.[21]
Schweppes merger (1969)[edit]
The Cadbury Schweppes logo used until the demerger in 2008
Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969.[22] Head of Schweppes, Lord Watkinson, became chairman, and Adrian Cadbury became deputy chairman and managing director.[22] The benefits of the merger were to prove elusive.[23]
The merger put an end to Cadbury's close links to its Quaker founding family and its perceived social ethos by instilling a capitalist venturer philosophy in management.[24]
In 1978, the company acquired Peter Paul, the third largest chocolate manufacturer in the United States for $58 million, which gave it a 10 percent share of the world's largest confectionery market.[25] The highly successful Wispa chocolate bar was launched in the North East of England in 1981, and nationwide in 1984.[26] In 1982, trading profits were greater outside of Britain than in the UK for the first time.[23]
In 1986, Cadbury Schweppes sold its Beverages and Foods division to a management buyout known as Premier Brands for £97 million.[27] This saw the company divest itself of such brands as Typhoo Tea, Kenco, Smash and Hartley Chivers jam.[27] The deal also saw Premier take the licence for production of Cadbury brand biscuits and drinking chocolate.[27]
Meanwhile, Schweppes switched its alliance in the UK from Pepsi to Coca-Cola, taking a 51 percent stake in the joint venture Coca-Cola Schweppes.[27] The acquisition of Canada Dry doubled its worldwide drinks market share, and it took a 30 percent stake in Dr Pepper.[27] As a result of these acquisitions, Cadbury Schweppes became the third largest soft drinks manufacturer in the world.[27] In August 1988, the company sold its U.S. confectionery operations to Hershey's for $284.5 million cash plus the assumption of $30 million in debt.[28]
Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc to Cadbury Schweppes in 2000 for $1.45 billion.[29] In October of that same year, Cadbury Schweppes purchased Royal Crown from Triarc.[30] In 2003, Cadbury Schweppes acquired Adams, the US chewing gum operations of Pfizer Inc., for $4.2 billion, making Cadbury the worldâs biggest confectionary company.[31]
Schweppes demerger[edit]
In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into two separate entities: one focusing on its main chocolate and confectionery market; the other on its US drinks business.[32] The demerger took effect on 2 May 2008, with the drinks business becoming Dr Pepper Snapple Group and Cadbury Schweppes plc becoming Cadbury plc.[33] In December 2008 it was announced that Cadbury was to sell its Australian beverage unit to Asahi Breweries.[34]
2007â2010[edit]
Cadbury's Somerdale Factory located in Keynsham near Bristol, south west England (1921â2010)
In October 2007, Cadbury announced the closure of the Somerdale Factory, in Keynsham, Somerset, formerly part of Fry's. Between 500 and 700 jobs were affected by this change. Production transferred to other plants in England and Poland.[35]
In 2008, Monkhill Confectionery, the Own Label trading division of Cadbury Trebor Bassett was sold to Tangerine Confectionery for £58 million cash. This sale included factories at Pontefract, Cleckheaton and York and a distribution centre near Chesterfield, and the transfer of around 800 employees.[36]
In mid-2009, Cadbury replaced some of the cocoa butter in their non-UK chocolate products with palm oil. Despite stating this was a response to consumer demand to improve taste and texture, there was no 'new improved recipe' claim placed on New Zealand labels. Consumer backlash was significant from environmentalists and chocolate lovers in both Australia and New Zealand, with consumers objecting to both the taste from the cheaper formulation, and the use of palm oil given its role in the destruction of rainforests. By August 2009, the company announced that it was reverting to the use of cocoa butter in New Zealand and Australia, although palm oil is still listed as an ingredient in Cadbury's flavoured sugar syrup based fillings (where it referred to as 'vegetable oil').[37] In addition, Cadbury stated they would source cocoa beans through Fair Trade channels.[38] In January 2010 prospective buyer Kraft pledged to honour Cadbury's commitment.[39]
Acquisition by Kraft Foods[edit]
On 7 September 2009, Kraft Foods made a £10.2 billion (US$16.2 billion) indicative takeover bid for Cadbury. The offer was rejected, with Cadbury stating that it undervalued the company.[40] Kraft launched a formal, hostile bid for Cadbury valuing the firm at £9.8 billion on 9 November 2009.[41] The UK Business SecretaryPeter Mandelson warned Kraft not to try to 'make a quick buck' from the acquisition of Cadbury.[42]
On 19 January 2010, it was announced that Cadbury and Kraft Foods had reached a deal and that Kraft would purchase Cadbury for £8.40 per share, valuing Cadbury at £11.5bn (US$18.9bn). Kraft, which issued a statement stating that the deal will create a 'global confectionery leader', had to borrow £7 billion (US$11.5bn) in order to finance the takeover.[43]
The Hershey Company, based in Pennsylvania, manufactures and distributes Cadbury-branded chocolate (but not its other confectionery) in the United States and has been reported to share Cadbury's 'ethos'.[44] Hershey had expressed an interest in buying Cadbury because it would broaden its access to faster-growing international markets.[45] But on 22 January 2010, Hershey announced that it would not counter Kraft's final offer.[46][47][48]
The acquisition of Cadbury faced widespread disapproval from the British public, as well as groups and organisations including trade union Unite,[49] who fought against the acquisition of the company which, according to Prime Minister Gordon Brown, was very important to the British economy.[50] Unite estimated that a takeover by Kraft could put 30,000 jobs 'at risk',[44][51][52] and UK shareholders protested over the mergers and acquisitions advisory fees charged by banks. Cadbury's M&A advisers were UBS, Goldman Sachs and Morgan Stanley.[53][54][55] Controversially, RBS, a bank 84% owned by the United Kingdom Government, funded the Kraft takeover.[56][57]
Cadbury World exhibition at the Library of Birmingham, July 2016. A tribute to Shakespeare (born 22 miles south east of the city), Shakespeare's Globe theatre (left) and a manuscript are made from Cadbury chocolate.
On 2 February 2010, Kraft secured over 71% of Cadbury's shares thus finalising the deal.[58] Kraft had needed to reach 75% of the shares in order to be able to delist Cadbury from the stock market and fully integrate it as part of Kraft. This was achieved on 5 February, and the company announced that Cadbury shares would be de-listed on 8 March.[59] On 3 February, the Chairman Roger Carr, chief executive Todd Stitzer and chief financial officer Andrew Bonfield[60] all announced their resignations. Stitzer had worked at the company for 27 years.[61] On 9 February, Kraft announced that they were planning to close the Somerdale Factory, Keynsham, with the loss of 400 jobs.[62] The management explained that existing plans to move production to Poland were too advanced to be realistically reversed, though assurances had been given regarding sustaining the plant. Staff at Keynsham criticised this move, suggesting that they felt betrayed and as if they have been 'sacked twice'.[63] On 22 April 2010, Phil Rumbol, the man behind the famous Cadbury Gorilla advertisement, announced his plans to leave the Cadbury company in July following Kraft's takeover.[64]
The European Commission decided that Kraft would have to divest Cadbury's confectionery businesses in Poland (Wedel) and Romania (Kandia). In June 2010, the Polish division, Cadbury-Wedel, was sold to Lotte of Korea. As part of the deal Kraft will keep the Cadbury, Hall's and other brands along with two plants in Skarbimierz. Lotte will take over the plant in Warsaw along with the E Wedel brand.[65] Kandia was sold back to the Meinl family, which had owned the brand from 2003 to 2007.[66]
On 4 August 2011, Kraft Foods announced they would be splitting into two companies beginning on 1 October 2012. The confectionery business of Kraft became Mondelez International, of which Cadbury is a subsidiary.[67][68]
In response to diminishing margins in early 2014, Mondelez hired Accenture to implement a US$3 billion cost-cutting program of the company's assets including Cadbury and Oreo. Beginning in 2015, Mondelez began closing Cadbury factories in several developed countries including Ireland, Canada, the United States, and New Zealand and shifting production to 'advantaged' country locations like China, India, Brazil, and Mexico. The closure of Cadbury factories in centers such as Dublin, Montreal, Chicago, Philadelphia, and Dunedin in New Zealand generated outcries from the local populations. The plan received approval from several market shareholders including the Australian and New Zealand banks Westpac and ASB Bank.[69][70][71]
Operations[edit]Head office[edit]
Cadbury has its head office at Cadbury House in the Uxbridge Business Park in Uxbridge, London Borough of Hillingdon, England.[72]The company occupies 84,000 square feet (7,800 m2) of leased space inside Building 3 of the business park,[73] which it shares with Mondelez's UK division.[74] After acquiring Cadbury, Kraft confirmed that the company would remain at Cadbury House.[75]
Cadbury relocated to Uxbridge from its previous head office at 25 Berkeley Square in Mayfair, City of Westminster in 2007 as a cost-saving measure.[76][77] In 1992, the company leased the space for £55 per 1 square foot (0.093 m2);[73] by 2002 this had reached £68.75 per square foot.[76]
Production sites[edit]Bournville[edit]
Bournville employs almost 1,000 people.[78] In 2014, Mondelez announced a £75 million investment in the site.[78]
Bournville is home to Mondelez's Global Centre of Excellence for Chocolate research and development, so every new chocolate product created by the company anywhere in the world starts life at the Birmingham plant.[78]
Markets[edit]United Kingdom[edit]
The confectionery business in the UK is called Cadbury (formerly Cadbury Trebor Bassett) and, as of August 2004, had eight factories and 3,000 staff in the UK. Mondelez also sells biscuits bearing the Cadbury brand, such as Cadbury Fingers. Cadbury also owns Trebor Bassett, Fry's and Maynards.
Ice cream based on Cadbury products, like 99 Flake, is made under licence by Frederick's Dairies. Cadbury cakes and chocolate spread are manufactured under licence by Premier Foods, but the cakes were originally part of Cadbury Foods Ltd with factories at Blackpole in Worcester and Moreton on the Wirral, with distribution depots throughout the UK.
Other Kraft subsidiaries in the UK include Cadbury Two LLP, Cadbury UK Holdings Limited, Cadbury US Holdings Limited, Cadbury Four LLP, Cadbury Holdings Limited, and Cadbury One LLP.
Ireland[edit]
Cadbury Easter egg hunt in Dublin
Cadbury Ireland Limited is based in Coolock in Dublin, where the headquarters of Cadbury Ireland are located, and Tallaght. The third is in Rathmore, County Kerry. Products made by Cadbury in Ireland include Cadbury Dairy Milk Range, Cadbury Twirl, Cadbury Cadbury Snacks Range Flake and Boost (formerly Moro). Cadbury used to produce the Time Out bar in Ireland for the European market however this production was moved to Poland.[79]
United States[edit]
Cadbury Adams produces candy, gum, breath mints and cough drops. It is headquartered in Parsippany, New Jersey. The company was formed after the then Cadbury Schweppes purchased the Adams brand from Pfizer in December 2002 for US$4.2 billion.
American Chicle was purchased by Warner-Lambert in 1962; Warner-Lambert renamed the unit Adams in 1997 and merged with Pfizer in 2000.
In 1978, Cadbury merged with Peter Paul, makers of Mounds and Almond Joy.[80] In 1988, The Hershey Company acquired the U.S. rights to their chocolate business. Accordingly, although the Cadbury group's chocolate products have been sold in the U.S. since 1988, the products are manufactured by Hershey, causing complaints by consumers, who claim they are inferior to the originals.[81] Before the May 2008 demerger, the North American business also contained beverage unit Cadbury Schweppes Americas Beverages. In 1982, Cadbury Schweppes purchased the Duffy-Mott Company.[82]
Cadbury Adams' products include:
Australia[edit]
Milk processing plant at Cooee, Burnie, Tasmania.
Cadbury's products were first imported into Australia as early as 1853 when 3 cases of Cadbury's cocoa and chocolate were advertised for sale in Adelaide.[83] Cadbury's first overseas order in 1881 was made for the Australian market. In 1919, as part of its plans to expand internationally, the company decided to build a factory in Australia. In 1920 Claremont, Tasmania was chosen for the location because of its close proximity to the city of Hobart, good source of inexpensive hydro-electricity and plentiful supply of high-quality fresh milk. The first products from the factory were sold in 1922.[84] The Claremont factory was modelled on Bournville, with its own village and sporting facilities.[85][86] Cadbury operates three Australian factories; two in Melbourne, Victoria (Ringwood and Scoresby), and one in Hobart, Tasmania (Claremont). Cadbury also operates a milk-processing plant in Cooee, Tasmania. Claremont factory was once a popular tourist attraction and operated daily tours; however, the factory ceased running full tours mid-2008, citing health and safety reasons.[87] Cadbury has been upgrading its manufacturing facility at Claremont, Tasmania, Australia, since 2001.[88]
On 27 February 2009, the confectionery and beverages businesses of Cadbury Schweppes in Australia were formally separated and the beverages business began operating as Schweppes Australia Pty Ltd. In April 2009, Schweppes Australia was acquired by Asahi Breweries.[89] In late June 2012, Cadbury introduced Marvellous Creations a new chocolate range with three flavours â Peanut Toffee Cookie, Jelly Crunchie Bits or Jelly Popping Candy Beanies covered in Dairy Milk Chocolate.[90]
In 2015 the Australian Cadbury, factory located in Hobart, reduced its work force by 80[91] and in 2017 closed its visitor's centre.[92] In August 2017 Cadbury announced that 50 workers will be shed from its Hobart factory.[93] Within Australia there is debate regarding halal certification. Many of Cadbury's products are halal certified.[94] This certification has generated controversy, especially from One Nation politician Pauline Hanson.[95][96]
New Zealand[edit]
Former factory in Dunedin
Cadbury had also operated a factory in Dunedin in New Zealand's South Island until its closure in March 2018. In 1930, Cadbury partnered with local confectionery businessman Richard Hudson, who owned a chocolate, confectionery, biscuit factory on Castle Street. Hudson's factory was rebranded as Cadbury Hudson and later became known as the Cadbury Confectionery.[97][98][99] Cadbury later established a second factory in Auckland in the North Island. In 2003, Cadbury established a tourist attraction on the premises of the Dunedin factory known as Cadbury World, which featured a large chocolate waterfall. In 2007, Cadbury closed down its Auckland factory, leading to the loss of 200 jobs. In 2009, the Cadbury Dunedin factory attracted criticism from consumers and local environmentalists when it replaced cocoa butter with palm oil. In response, the company backtracked but still retained palm oil as a filling some ingredients. Over the next several years, Cadbury began downsizing its products, including trimming chocolate blocks in 2015.[100]
On 16 February 2017, it was reported that Cadbury would be closing its factory in Dunedin, New Zealand by March 2018. This is estimated to lead to the loss of 350 jobs. Amanda Banfield, Mondelez's vice-president for Australia, New Zealand, and Japan, clarified that the closure was done due to Mondelez's decision to shift chocolate manufacturing to Cadbury's Australian factories.[98][101][102] However, Mondelez has also confirmed that Dunedin's Cadbury World tourist attraction would remain open due to its popularity with tourists.[103]
Following four weeks of consultations with local Cadbury employees, the Mayor of DunedinDave Cull, and local trade union representatives, Banfield confirmed that the closure would go ahead the following year due to the lack of viable options to continue production in New Zealand. She also confirmed that Cadbury would offer a redundancy support package to staff and would also sponsor staff willing to move to Australia to work. Mondelez also confirmed that it was looking for a third-party manufacturer to continue making Cadbury's New Zealand brands Pineapple Lumps, Jaffas, Chocolate Fish and Buzz Bar.[104] In early June 2017, local city councillor Jim O'Malley and a group of volunteers launched a crowdfunding campaign to keep the Dunedin factory running on a portion of the site.[105] They formed a group called Dunedin Manufacturing Holdings (DMH). Despite generating NZ$6 million in funds, DMH abandoned its bid on 22 June due to Mondelez's stringent production and supply requirements and difficulties in acquiring manpower and machinery. Mondelez has also indicated that it is negotiating with two local chocolate companies to ensure the production of iconic local brands such as Pineapple Lumps, Jaffas, Chocolate Fish, Buzz Bars, and Pinky Bars in New Zealand.[106] Following the failure of DMH's bid, spokesperson O'Malley announced on 12 September that his group would launch a new crowdfunding campaign to buy and expand local craft chocolate manufacturer OCHO (the Otago Chocolate Company).[107]
On 17 October 2017, Cadbury announced that it would be shifting all production of its New Zealand brands to Australia after failing to find a local supplier. The termination of New Zealand production will take effect in March 2018. Mondelez's New Zealand country head James Kane confirmed the shift on the grounds that the production of Cadbury products would require certain technologies, production processes and skills that local New Zealand manufacturers lacked.[108][109]
On 4 May, it was reported that the Dunedin Cadbury World would be closing down after the Ministry of Health purchased the entire former Cadbury factory site to make way for a new public hospital. Mondelez area vice-president Banfield confirmed that Cadbury had sold the former factory site to the Ministry of Health for an undisclosed amount.[110][111][112]
Canada[edit]
Cadbury Canada produces and imports several products that are sold under the Cadbury and Maynards labels, including the following:
Cadbury Canada is now part of Mondelez Canada and products are featured on the Snackworks website.
India[edit]
In 1948, Cadbury India began its operations in India by importing chocolates. On 19 July 1948, Cadbury was incorporated in India. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. The head office is presently situated at Pedder Road, Mumbai, under the name of 'Cadbury House'. This monumental structure at Pedder Road has been a landmark for the citizens of Mumbai since its creation. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research.[114][115]
Currently, Cadbury India operates in five categories â Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Its products include Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Temptations, Perk, Eclairs, Bournvita, Celebrations, Gems, Bubbaloo, Cadbury Dairy Milk Shots, Toblerone, Halls, Bilkul, Tang, and Oreo.[116][117]
It is the market leader in the chocolate confectionery business with a market share of over 70%.[118] On 21 April 2014, Cadbury India changed its name to Mondelez India Foods Limited.[119] In 2017, Cadbury/Mondelez agreed to pay a $13 million FCPA penalty for making illicit payments to government officials to obtain licences and approvals to build a factory in Baddi.[120][121]
Malta[edit]
In 2012, Alf Mizzi & Sons Marketing (Ltd) took over the importation and distribution of Cadbury, as well as several other Mondelez brands. Most of the Cadbury products are imported directly from the UK. The advertising of the brand was taken over by Sloane Ltd., which proved to be highly successful in creating market specific commercials, reaching more of the Maltese population than ever through digital advertising.
Advertising[edit]
The signature logo as displayed at Cadbury World in Bournville, England
The Cadbury signature logo is derived from the signature of William Cadbury.[122] It was adopted as the worldwide logo in the 1970s.[122]
Cadbury famously trademarked the colour purple for chocolates with registrations in 1995[123] and 2004.[124] However, the validity of these trademarks is the matter of an ongoing legal dispute following objections by Nestlé.[125][126]
Executive pay[edit]
In 2008, Todd Stitzer, Cadbury's CEO, was paid a £2,665,000 bonus. Combined with his annual salary of £985,000 and other payments of £448,000 this gives a total remuneration of over £4 million.[127]
Accounting[edit]
In July 2007, Cadbury Schweppes announced that it would be outsourcing its transactional accounting and order capture functions to Shared Business Services (SBS) centres run by a company called Genpact (a businesses services provider) in India, China, and Romania. This was to affect all business units and be associated with US and UK functions being transferred to India by the end of 2007, with all units transferred by mid-2009. Depending on the success of this move, other accounting Human Resources functions may follow. This development is likely to lead to the loss of several hundred jobs worldwide, but also to several hundred jobs being created, at lower salaries commensurate with wages paid in developing countries.[128]
Products[edit]
Cadbury chocolate stall at Londonâs Heathrow Airport
Major chocolate brands produced by Cadbury include the bars Dairy Milk, Crunchie, Caramel, Wispa, Boost, Picnic, Flake, Curly Wurly, Chomp, and Fudge; chocolate Buttons; the boxed chocolate brand Milk Tray; and the twist-wrapped chocolates Heroes which are most popular around holidays, such as Christmas and Halloween.
As well as Cadbury's chocolate, the company also owns Maynards and Halls, and is associated with several types of confectionery including former Trebor and Bassett's brands or products such as Liquorice Allsorts, Jelly Babies, Flumps, Mints, Black Jack chews, Trident gum, and Softmints. Global sales of Cadbury products amounted to £491M in the 52 weeks to 16 August 2014.[129]
A Cadbury Wispa chocolate bar that has been split in half. These are available in the UK.
A Cadbury Dairy Milk Caramel bar in its foil wrapper
A Cadbury Flake split in half
Cadbury Creme Eggs are sold between New Yearâs Day and Easter
Notable product introductions include:
Controversies[edit]2006 salmonella scare[edit]
On 20 January 2006, Cadbury Schweppes detected a strain of the Salmonella Montevideo (SmvdX07) bacteria, affecting seven of its products.[131][132] The contamination was caused by a leaking pipe, from which waste water dripped onto a chocolate crumb production line at the company's plant in Marlbrook, Herefordshire.[133][134] It was not until around six months after the leak was detected that Cadbury Schweppes notified the Food Standards Agency, a delay which Cadbury Schweppes was unable to explain satisfactorily, and for which it was criticised.[131][135] The Food Standards Agency ordered the company to recall more than a million chocolate bars.[136] In December 2006, the company announced that the cost of dealing with the incident reached £30 million.[137]
In April 2007, Birmingham City Council announced that it would be prosecuting Cadbury Schweppes in relation to three alleged offences of breaching food safety legislation. At that time, the Health Protection Agency identified 37 people who had been infected with Salmonella Montevideo.[138][133] One of the alleged victims had to be kept on a hospital isolation ward for five days after eating a Cadbury's caramel bar.[139] An investigation that was carried by Herefordshire Council led to a further six charges being brought.[137] The company pleaded guilty to all nine charges,[140][141] and was fined one million pounds at Birmingham Crown Courtâthe sentencing of both cases was brought together.[142] Analysts have said the fine is not material to the group, with mitigating factors limiting the fine being that the company quickly admitted its guilt and said it had been mistaken that the infection did not pose a threat to health.[142]
2007 recalls[edit]
On 10 February 2007, Cadbury recalled a range of products due to a labelling error. The products were produced in a factory handling nuts, potential allergens, but this was not made clear on the packaging. As a precaution, all items were recalled.[143]
On 14 September 2007, Cadbury Schweppes investigated a manufacturing error over allergy warning, recalling for the second time in two years thousands of chocolate bars. A printing mistake at Somerdale Factory resulted in the omission of tree nut allergy labels from 250g Dairy Milk Double Chocolate bars.[144]
2008 melamine contamination in China[edit]
On 29 September 2008, Cadbury withdrew all of its 11 chocolate products made in its three Beijing factories, on suspicion of contamination with melamine. The recall affected the mainland China markets, Taiwan, Hong Kong and Australia.[145] Products recalled included Dark Chocolate, a number of products in the 'Dairy Milk' range and Chocolate Ãclairs.[146]
2009 hydrogenation[edit]
Cadbury continues to use hydrogenated oils in many of its signature products. Although trans fats are present, the nutrition labels round the values down to zero.[147]
2014 pork traces in Malaysia[edit]
Cadbury recalled two chocolate products after it was tested positive for traces of pork DNA, namely Cadbury Dairy Milk Hazelnut and Cadbury Dairy Milk Roast Almond.[148] The traces were found during a periodic check for non-halal ingredients in food products by the Ministry of Health in Malaysia which on 24 May 2014 said two of three samples of the company's products may contain pork traces.[149]
On 2 June 2014, Malaysia's Department of Islamic Development (JAKIM) declared that the sample did not contain pig DNA, as claimed in earlier reports. This statement was made after new tests were conducted.
JAKIM reportedly said in a statement that they tested 11 samples of Cadbury Dairy Milk Hazelnut, Cadbury Dairy Milk Roast Almond and other products from the company's factory but none of them tested positive for pork. The investigation followed reports that unscheduled checks had shown that two chocolates produced by Mondelez International Inc., the parent company of Cadbury, violated Islamic law and led to a boycott of all its products in the country.[150]
2017 'Easter' controversy[edit]
Sponsored by Cadbury, the annual Easter egg hunt takes place in over 250 National Trust locations in the UK.
Cadbury Dairy Milk Silk
In 2017, the Church of England condemned the company and the National Trust for rebranding their annual 'Easter Egg Trails' as 'Cadbury Egg Hunts'.[151]Prime MinisterTheresa May called the rebranding 'absolutely ridiculous'; however, Cadbury dismissed the criticism, with a spokesperson saying, 'it is clear to see that within our communications we visibly state the word Easter. It is included a number of times across promotional materials.'[152] An ensuing controversy followed in Australia, where Cadbury was accused of removing the word 'Easter' from the packaging of its Easter eggs. Cadbury Australia rebutted that Easter was mentioned on 'the back of pack', and that its eggs were obviously Easter eggs.[153]
2019 reduction of family chocolate block size in Australia and New Zealand[edit]
On 7 February 2019, Cadbury announced via its Facebook page that the size of its family chocolate blocks will be reduced once again in Australia and New Zealand, to 180g. âRather than raising the recommended retail price, weâve made the call to reduce the size of our Cadbury family blocks, and also bring down the recommended retail price slightly, so that our blocks can continue to be an affordable treat for all Australians,â the company said.[154]
2019 'Cadbury Treasures' campaign[edit]
In the run-up to Easter 2019, Cadbury launched a 'Treasures' promotion in the UK and Ireland that, as well as listing treasure exhibits in various museums, encouraged people to engage in illegal metal-detecting and digging at protected archaeological sites around the British Isles in search of further treasure. This prompted a highly critical reaction from archaeologists.[155]
See also[edit]References[edit]
Further reading[edit]
External links[edit]
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