Cadbury Bournville Undergoes Relaunch With Two New Flavors And Bold Redesign
Cadbury Bournville, a cornerstone of British dark chocolate for over a century, is undergoing its first significant brand refresh in over 50 years. This strategic overhaul includes a striking packaging redesign across the entire Bournville range and the introduction of two new dark chocolate bar flavors: Salted Caramel and Chopped Hazelnut. These new offerings are set to hit UK supermarket shelves later this month at a recommended retail price of GBP 2.20.
The revamped packaging pays homage to Bournville's enduring legacy by reintroducing the original 'B' from its 1908 debut, now subtly embossed on each individual chocolate block. The design skillfully blends the iconic red and gold color scheme with modern aesthetics, aiming for a fresh, contemporary appeal while maintaining brand recognition. This relaunch is supported by Cadbury's first advertising campaign for Bournville in over five decades, specifically designed to demystify the dark chocolate category. The campaign emphasizes Bournville as an "accessible, smooth dark chocolate that everyone can enjoy, without the fuss," a direct challenge to the often-perceived pretentiousness of the premium dark chocolate market.
Beyond product innovation, Cadbury's parent company, Mondelēz International, is concurrently advancing its robust sustainability agenda. In May 2025, Mondelēz announced a commitment to transition 80% of its UK and Ireland sharing bar packaging to certified recycled plastic by the end of 2025. This initiative, which will see approximately 300 million Cadbury sharing bars wrapped in 80% certified recycled plastic annually, recently earned a Bronze at The Environmental Packaging Awards in the snacks and confectionery category. Simultaneously, Mondelēz is advocating for a 12-month delay to the EU Deforestation Regulation (EUDR), citing significant pressures and compliance hurdles within the cocoa supply chain.
Strategic Growth Through Premiumization, Innovation, And Supply Chain Resilience
Mondelēz is executing a multi-dimensional growth strategy that extends beyond product launches to encompass premiumization, continuous innovation, and future-focused operational investments. Together, these efforts reflect an integrated approach to building long-term competitive advantage in a rapidly evolving global confectionery landscape.
Premiumization Across the Portfolio
The bold relaunch of Cadbury Bournville, particularly with the introduction of Salted Caramel and Chopped Hazelnut variants at a £2.20 price point, marks a deliberate pivot toward accessible premium offerings within the dark chocolate segment. Traditionally a value leader in the UK market, Cadbury is repositioning Bournville through heritage cues, design upgrades, and flavor innovations to target consumers seeking everyday indulgence with elevated quality. This aligns with broader category trends—dark chocolate now represents approximately a tenth of the UK confectionery market, with premium players like Lindt capturing disproportionate share through strong pricing power and brand equity.
Toblerone serves as a parallel case study of this portfolio-wide strategy. Toblerone is undergoing a comprehensive repositioning to grow its presence in the premium chocolate segment. This includes high-concept marketing campaigns (“Never Square,” “Chocolate Like Nobody’s Watching”), format innovations like Toblerone Pralines and “Tiny Toblerone” packs, and an intensified focus on Swiss heritage through packaging and production. Notably, Mondelēz has committed to investing in a new factory in Switzerland, reinforcing Toblerone’s provenance and premium positioning. Together, these moves illustrate the company's intent to expand into higher-margin categories and diversify consumption occasions across gifting and everyday indulgence.
Innovation As A Core Growth Driver
Beyond premiumization, Cadbury’s innovation pipeline remains central to sustaining consumer engagement. A steady cadence of product launches in 2025—including the Cadbury Biscoff bar, Twirl White Dipped (limited edition), and Dairy Milk Iced Latte—highlights a strategy built around:
Brand Collaborations: Leveraging the equity of complementary brands such as Lotus Biscoff to create differentiated offerings and expand reach.
Flavor Extensions And Seasonal Activation: Sustaining momentum through popular line extensions and seasonal formats that encourage repeat purchase and novelty.