CADBURY BOURNVILLE UNVEILS  NEW LOOK

CADBURY BOURNVILLE UNVEILS A MODERNISED NEW LOOK AND TWO NEW FLAVOURS, SUPPORTED BY FIRST AD CAMPAIGN SINCE 1970 

Cadbury Bournville is hitting shelves with a new modernised design across the full range, including the everyday number one dark chocolate SKU, Cadbury Bournville 180g¹, as well as introducing two new flavours, Salted Caramel and Chopped Hazelnut. The re-launch is being backed by a 360^o campaign designed to make dark chocolate more accessible, by taking a tongue in cheek glance at the perceived pretentiousness often associated with dark chocolate, while the brand’s new, modernised look is designed to standout on shelf.

Dark chocolate is deeply rooted in the history of Cadbury. The brand’s first eating chocolate was actually dark chocolate, which launched in 1867. The iconic Cadbury Bournville brand was launched in 1908, with the bold red and gold branding which has been consistent over the last 117 years. Cadbury Bournville continues to deliver its delicious rich taste which has defined it for over a century. As a nod to this heritage, the brand is adding the iconic Cadbury Bournville B from its original 1908 packaging onto each individual chocolate block.

Cadbury Bournville is challenging consumers to think differently about dark chocolate. Many consumers consider dark chocolate to be somewhat inaccessible due to its premium messaging and bitter taste profile. However, Cadbury Bournville’s campaign looks to highlight that dark chocolate isn’t just for a ‘sophisticated’ palate, but can be enjoyed every day, by everyone.

The campaign aims to encourage chocolate shoppers to add dark chocolate to their milk chocolate repertoire. Shoppers who purchase across both segments have the highest value to the category – despite only making up 25% of UK households², so there is a clear opportunity for retailers to increase basket spend.

The introduction of two new variants also looks to broaden the brand’s appeal, by adding Bournville Chopped Hazelnut and Bournville Salted Caramel to the range. Extensive research and development have determined that these are consumers’ preferred flavours of the new Bournville range³, delivering excitement with NPD from a brand that they already

The brand refresh and NPD launch will be supported by OOH, TV, Radio, Social and shopper marketing.

Product information

Cadbury Bournville 180g RRP* £3.34

Cadbury Bournville 100g RRP* £2.20

Cadbury Bournville Chopped Hazelnut 100g RRP* £2.20

Cadbury Bournville Salted Caramel 110g RRP* £2.20

Cadbury Bournville Old Jamaica 100g RRP* £2.20

Cadbury Bournville Orange 100g RRP* £2.20

* Retailers are free to set their own prices.

1 Nielsen Independent and Symbol Market , YTD w.e 28.06.25
2 Kantar TH Choc Tablets Total Market, MAT Jan 2022
3 Nielsen Bases; Cadbury Bournville VRS Test; 15.01.24, Nielsen Bases; Cadbury Bournville Restager; 06.10.24