Cadbury Dairy Milk
A Dairy Milk Caramel bar, without outer wrapper
|Related brands||List of Cadbury products|
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 by and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate.
In June 1905 in 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 customer’s daughter suggested Dairy Milk, the name stuck.". Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.
In September 2012, Cadbury made the decision to change the shape of the bar chunks to a more circular shape to keep the bar current. The bar had not seen such a significant change in shape since 1905.
Cadbury has a trademark in the United Kingdom for the distinctive purple it uses on the wrappers of its milk chocolate bars.
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. 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 consumers.
In September 2012, smaller bars of Cadbury Dairy Milk started to appear on British shelves. The standard countline shrank from 49g to 45g while appearing in a newly moulded shape. Further, the 400g blocks shrank down to 360g.
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.
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.
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 (2007–2011)
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 five 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. 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". 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 2008.
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" by Freestyle.
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
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.
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 ("now, it's gone all minty!"). Cadbury has also launched Crispello and most recently launched "Marvellous Creations" in the UK.
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). They spent a further £30 million decontaminating the factory.
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 did not leave Cadbury unaffected, after many mainland Chinese manufactured Dairy Milk (trademark of Cadbury) were tainted with melamine. Melamine is a toxic chemical, particularly to infants, which may be safely used in plastic manufacturing.
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