Cadbury fans are being invited to ‘go madbury for Cadbury’ by creating their dream Cadbury Dairy Milk bar at cadburyinventor.com, with the winning three bars going on sale next year.
Entrants can pick up to three of over 80 ingredients including: caramel, brownie, popping candy, chilli, orange, mustard and cashews, with over 90,000 different combinations to choose from. They can then name their bar and explain a bit about what inspired their creation before hitting send on their entry.
The competition will be backed by a heavyweight campaign, including TV coverage, and is expected to reach 78% of all UK adults through activity across its website, YouTube, Instagram, Snapchat and Pinterest.
David Shepherd, director of research and development at Cadbury, said: “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 31st July all entries will be put through a rigorous judging process with the finalists being selected based on two important elements: taste and creativity. Three lucky finalists will then have the opportunity 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 where the UK will be able to vote and purchase their favourite creation to decide which of the finalists will be crowned the ultimate winner.