Cadbury goes madbury with new competition

Madbury competition

Cadbury is inviting the nation to “go madbury for Cadbury” this month, by giving consumers the chance to create their very own chocolate bar, which could then become the newest addition to the Cadbury Dairy Milk range.

Chocolate fans are invited to enter their dream bar at where they can pick from a comprehensive range of ingredients which will be added to Dairy Milk. Using ingredients including caramel, brownie, popping candy, chilli, orange, mustard and cashews, over 90,000 flavour combinations can be created. Once up to three ingredients are chosen, entrants will name their bar and explain a bit about what inspired their creation.

The campaign will reach 78% of all UK adults through TV, website, YouTube, Instagram, Snapchat and Pinterest activity.

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

“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.”

After the competition closes on July 31 all entries will be put through a rigorous judging process with three finalists being selected based on taste and creativity. The finalists will then 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, when the overall winner will be decided by public vote.

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