Cadbury wants fans to invent new Dairy Milk chocolate bar

Entrants can choose from more than 90,000 flavour combinations

Olivia Petter
Monday 23 July 2018 09:36 BST
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Cadbury Go Madbury

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Louise Thomas

Louise Thomas

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Chocoholics, it’s time for your cocoa-drenched dreams to become a reality.

Cadbury has called on fans to design its next chocolate bar.

The chocolatier is calling on customers to choose from more than 90,000 flavour combinations online, where they can invent, design and name the chocolate bar of their dreams.

With a range of unconventional ingredients such as marshmallow, elderflower, popping candy and mustard at your disposal, it’s an unrivalled opportunity to flex your creative culinary muscles.

Entries will be judged on taste and creativity and are open until July 31, after which Cadbury will draw up a shortlist of the top three bars before putting the final call to a nationwide vote.

The three finalists will then be invited to visit Cadbury HQ in Birmingham to create and sample their creations in the flesh.

The winning bar will subsequently be added to the brand’s leading Dairy Milk range.

David Shepherd, director of research and development at Cadbury, said: “At Cadbury we’ve been making delicious chocolate for over 100 years and are always looking for ways to innovate and excite the great British public with our products.

“So we thought what better way to create the next iconic bar than to ask the people that love it the most.”

It’s the first time the brand has invited fans to help with its creation process.

“It'll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalist,” Shepherd added.

There’s a Willy Wonka somewhere in all of us.

This article has been updated. It was originally published on 7 July.

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