Shaped into blocks and bars, and poured over fruit-flavoured centres, this plain chocolate was a real breakthrough. But there were many more treats in store John's health rapidly declined and he finally retired in , handing over complete control of the business to his sons Richard and George. The brothers were just 25 and 21 when they took charge of the business. Other cocoa manufacturers were going bust; and they must have been worried that Cadbury Bros would soon be joining them.
The first few years were tough. To keep the business alive, the brothers worked long hours and lived frugally. George looked after production and buying and Richard looked after sales and marketing, which wasn't in good shape. He commented that if the business ever made a profit of a thousand pounds a year he would retire a happy man. The turning point for the Cadbury business was the introduction of a new processing technique, resulting in the launch of 'Cadbury Cocoa Essence', the UK's first unadulterated cocoa.
Before Cocoa Essence, the cocoa Cadbury produced, like that of many other manufacturers, contained high levels of cocoa butter. They had to add starches to mask its taste and texture. But George Cadbury had heard about an innovative cocoa press being used by a Dutch manufacturer called Coenraad Johannes van Houten. Could this be the way forward? Buying the press was a massive gamble. It was expensive and the brothers had little money.
But the Cadbury brothers decided to go for it - the first British manufacturer to go down this route. It was a momentous step, one that changed the British cocoa business and led to the future prosperity of Cadbury. Cocoa Essence was extensively advertised as 'Absolutely Pure.
The marketing of Cocoa Essence helped increase sales dramatically and transformed a small business into the worldwide company that Cadbury is today. In , a Swiss manufacturer called Daniel Peter added milk to his recipe to make the first milk chocolate bar. However Daniel Peter was still way ahead of them — using condensed milk rather than powdered milk to produce a chocolate with a superior taste and texture.
Another Swiss manufacturer invented the conching machine in This refined chocolate, giving it the smooth texture we know today.
Swiss milk chocolate dominated the British market — a situation the Cadbury family set out to challenge in the 20th Century. The first Cadbury Easter egg was made in The earliest eggs were made with dark chocolate and had a smooth, plain surface. Later Easter eggs were decorated and had their plain shells enhanced with chocolate piping and marzipan flowers. When the Bridge Street factory became too small, George Cadbury had a new vision of the future.
His vision was shared by his brother Richard, and they began searching for a very special site for their new factory. When Cadbury started making Cocoa Essence they had lots of cocoa butter left over, so they used it to make bars of chocolate!
Made of milk powder paste, cocoa mass, cocoa butter and sugar, the first Cadbury milk chocolate bar was coarse and dry and not sweet or milky enough to be a big hit. Cadbury produced some of the finest examples of posters and press advertisements during this period. A popular local artist, Cecil Aldin, was commissioned to illustrate for Cadbury.
His evocative images featured in early magazine campaigns and graced poster sites all over the country. Swiss manufacturers were leading the field in milk chocolate, with much better products than their rivals. In , George Cadbury Jnr was given the challenge to develop a milk chocolate bar with more milk than anything else on the market. Dairy Milk was launched in June It was sold in unwrapped blocks that could be broken down into penny bars.
By the early s it had taken over the UK market. Cadbury Dairy Milk has become what's known as a 'megabrand', hugely popular and available in many different varieties, all over the world.
In William Cadbury commissioned the first Cadbury logo. He was in Paris at the time and chose Georges Auriol to create the design - Auriol also designed the signs for the Paris Metro. The logo was an image of a stylised cocoa tree interwoven with the Cadbury name. Registered in , it was used on presentation boxes, catalogues, tableware and promotional items, and imprinted onto the aluminium foil that was used to wrap moulded chocolate bars.
Although we might not recognise it today, it was used consistently from and again after the Second World War. At first, Cadbury resisted creating an alkalised cocoa a product made less bitter by adding harmless carbonate of potash having emphasised the purity of their own cocoa.
But, eventually, the company realised that alkalised cocoa was the future and created Bournville Cocoa. Bournville chocolate was launched in It was named after the Bournville factory where it was made, and was originally launched just as a plain chocolate bar. This luxurious treat was flavoured with genuine Otto of Roses and moulded without starch for a smoother finish. It was particularly well known in the s and s through popular TV advertising, which tended to involve mysterious ladies in exotic desert settings.
Boxes of chocolates had been produced at Cadbury since the s, but they were expensive, sold in small quantities and would only have been bought for very special occasions. Milk Tray was different - a chocolate assortment, affordable enough to be an everyday treat. The name Milk Tray originated from how the chocolates were sold.
They would be put out in trays - one Milk Tray and the other known as Plain Tray - to sell to customers. By the mid s it was outselling all its competitors.
Later, in the packaging was made more sophisticated and in a William Morris-style pack was introduced. In it changed again to an elegant pack with a white orchid on the purple background.
Today, over eight million boxes are sold every year. Cadbury bought Frys in and the company grew, producing delicous chocolate on a grand scale, so it could be enjoyed by everyone. Cadbury already had close links with J. They were chocolate bars with different centres - Crunchie, Fudge and Picnic are all tasty examples -and got their name because they were sold by bar, not by weight. At its launch in , Cadbury Dairy Milk started out in pale mauve with red script, in a continental style 'parcel wrap.
The full Dairy Milk range became purple and gold in But it was a short-lived victory, because the next year, Nestle successfully appealed the ruling and the colour was free for everyone to use again. The UK product is made from milk, sugar, cocoa mass, cocoa butter, vegetable fat, and emulsifiers, while American Cadbury chocolate also includes lactose, soy lecithin, natural and artificial flavourings. Plus, it lists sugar as the number one ingredient. More than , Cadbury Dairy Milk Buttons get made every single minute.
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