For the first time ever, Cadbury is inviting UK consumers to ‘Go Madbury for Cadbury’ and create their very own Cadbury Dairy Milk bar, which could become the newest addition to the iconic Cadbury Dairy Milk range to sit alongside well-known variants such as Caramel, Fruit & Nut and Whole Nut.

Consumers challenged to invent the next Cadbury Dairy Milk bar

For the first time ever, Cadbury is inviting UK consumers to ‘Go Madbury for Cadbury’ and create their very own Cadbury Dairy Milk bar, which could become the newest addition to the iconic Cadbury Dairy Milk range to sit alongside well-known variants such as Caramel, Fruit & Nut and Whole Nut.

Cadbury fans aged 16 or over from the UK or Republic of Ireland can submit their dream bar at cadburyinventor.com, where they can pick from a range of ingredients which will be added to Cadbury Dairy Milk, including caramel, brownie, popping candy, chilli, orange, mustard and cashews. There are more than 90,000 different available combinations to choose from.

After choosing up to three ingredients, entrants will be asked to name their bar and explain a bit about what inspired their creation before sending on their entry.

A heavyweight marketing campaign including TV and social media will reach 78% of all UK adults through activity across the Cadbury website, YouTube, Instagram, Snapchat and Pinterest.

David Shepherd, Director of Research and Development at Cadbury, says: “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.

Shepherd adds: “This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get. With different flavours, from nutty, herby and spicy and a wealth of fruity favourites to choose from, we’re encouraging the nation to go Madbury and be as bold as possible in what to choose. 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 finalists.”

The promotion kicked off on July 1st and closes on July 31st 2018. After the closing date, all entries will be put through a rigorous judging process with the finalists being selected based on taste and creativity. Three finalists will be selected and will be invited to visit Cadbury’s Chocolate Centre of Excellence in Bournville, the home of Cadbury, where they will work with chocolate experts to experiment with their creations and make their bar a reality.

All three bars will go on sale next year and will be sold to the public for the same amount of time and on the same channels. The products are anticipated to be on sale for between eight to 12 weeks from June 2019.

UK consumers will be able to show their support by buying their favourite new creation or voting on social media to determine which of the finalists will be crowned the ultimate winner. The winner will be chosen based 80% on Nielsen sales data for their bar and 20% on votes on social media.

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.