Cadbury Bournville modernised with new flavors, US$4.4M consumer innovation hub
Cadbury Bournville’s first major refresh in over 50 years is accompanied with a campaign to make dark chocolate more inviting and inclusive.
UK – Cadbury Bournville is revamping its iconic dark chocolate range for the first time in over five decades, unveiling a modern new design and two indulgent flavours, Salted Caramel and Chopped Hazelnut, set to hit UK retail shelves this July.
The refresh is the first major update for the brand in over 50 years and includes a complete redesign across the Cadbury Bournville range.
It is supported by a multi-channel campaign running from August to October, aimed at broadening the appeal of dark chocolate to a larger customer base.
“Our first campaign in over fifty years aims to cut through the pretentiousness and complexity often associated with the dark chocolate market and communicates that Cadbury Bournville is an accessible, smooth dark chocolate that everyone can enjoy, without the fuss,” Valerie Doeringer, Brand Manager for Cadbury Bournville, said.
Launched in 1867, Cadbury’s first chocolate was a dark variety, establishing the brand’s early roots in dark chocolate.
The iconic Cadbury Bournville line followed in 1908, introduced with bold red and gold packaging that has remained unchanged for over a century.
As part of its efforts to modernise while honouring its heritage, Cadbury is now incorporating the original 1908 Bournville “B” emblem onto each chocolate block.
“The modernised new look of our range, alongside the introduction of our Salted Caramel and Chopped Hazelnut NPD, helps us to drive excitement in the segment, and invite more consumers to discover the smooth taste of Cadbury Bournville,” she added.
While dark chocolate has long been associated with premium cues and a more bitter, acquired taste, the brand aims to break that perception. It seeks to position Bournville as a smooth, approachable dark chocolate made for everyday enjoyment, not just for those with a ‘sophisticated’ palate.
The two new bars will be priced at a recommended retail price of £2.20 ($USD 2.95) and aim to bring fresh excitement to the dark chocolate category.
Strengthening innovation at Bournville
Cadbury Bournville’s brand refresh aligns with a strategic investment by parent company Mondelēz International, a £3.3 million (US$4.4 million) Consumer Research Centre at its historic Bournville site.
This advanced facility brings together sensory and consumer research under one roof, supporting innovation across Cadbury and its wider portfolio, including Toblerone and Milka.
Home to over 50 trained sensory panellists, professional chocolate tasters, the centre will play a vital role in refining taste, texture, and aroma in product development.
It also features high-tech development kitchens and dedicated research spaces where consumers are invited to collaborate in the creation process.
As Sally Loughlin, Vice-President for Consumer Science Research and Development at Mondelēz International UK, explained: “Within the facilities we will welcome consumers to co-create and provide vital feedback on new chocolate recipes and innovations.”
By bolstering its research capabilities at Bournville, Mondelēz strengthens the foundations behind Cadbury’s efforts to make dark chocolate more inclusive and appealing, fueling both legacy and innovation from the brand’s global centre of chocolate excellence.
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