Following Cadbury Australia's recent initiative to trial recycled packaging for 50 million family-sized chocolate blocks, the Tasmanian-based company is commemorating its centennial this year by releasing 10 special edition Dairy Milk packs.
The packs, which mark 10 decades of iconic moments in Australia since the production of Cadbury chocolate commenced at Tasmania’s iconic Cadbury’s Chocolate Factory, were designed by international strategic brand design agency Bulletproof to mirror the brand's heritage and portray stand out Aussie moments that make the country “so great” .
“Cadbury has taken pride of place in Aussie homes for the last 100 years, sharing in some of the biggest and most influential moments in our history – including moments of progress, challenge and inspiration,” said Paul Chatfield, vice-president, Marketing.
“This year, we’re delighted to celebrate 100 years of making chocolate in Australia, and also commemorate some of these moments that make our country so great.”
Cadbury says its chocolate is enjoyed in 90 per cent of Australian homes, with Cadbury's Chocolate Factory in Hobart producing a record 60,000 tonnes of chocolate each year – or more than 200 million Cadbury chocolate blocks – for Cadbury fans in Australia and around the world.
In 1922, British Cadbury brothers Richard and George selected Tasmania as home for the first Australian factory, with the farming town of Claremont offering access to high-quality milk and a cool climate for chocolate-making.
“In the 1940s, Cadbury supplied chocolate and cocoa to Australia’s armed forces during World War II – providing a taste of home for our troops overseas.
“The arrival of broadcast television in 1956 gave Aussies a sense of national identity, a place for family and friends to gather, often accompanied by a piece or two of Cadbury chocolate.
“And in 2000 Cadbury was a sponsor of the Australian Olympic Team at the Sydney 2000 Olympic Games, where local athletes made history on home soil – achievements that all Aussies celebrated together.
“Cadbury’s involvement in sport continues today, with the 2010 block referencing the progress for women in sport and Cadbury’s commitment supporting the AFLW, Australian Women’s Cricket team, the NRLW and the Commonwealth Bank Matildas,” said Chatfield.
Further to the special edition centennial pack designs, Cadbury says that fans can expect an exciting flurry of products arriving on shelves in 2022.
“This year we’re also collaborating with some Aussie food greats and even calling on Cadbury fans across the country to have their say on a new block we’re dubbing the ‘Cadbury Snack of the Century’,” confirmed Chatfield.
Cadbury’s century in Australia has sparked great pride and a sense of achievement for the staff at the Cadbury's Chocolate Factory in Hobart, many of whom have been making Cadbury for decades. The average tenure at the factory is 21 years, illustrating the passion people have for chocolate-making and the brand.
“It’s humbling to have worked with the Cadbury brand for so many years. Every day I’m proud to say I work for Cadbury, but never more so than on this special occasion,” said plant manufacturing manager Jamie Salter, who has worked at the iconic Hobart factory for 34 years.
Chatfield also extended his appreciation to the broader Cadbury family and fans in Australia and around the world.
“Hundreds of people have shaped our history and helped to make Cadbury what it is today – including our past and present employees, their families, and of course the millions of Cadbury fans continue to embrace and love our chocolate.”
“Here’s to our first century in Australia and no doubt, many more centuries to come.”
The 10 special edition Cadbury Dairy Milk centennial packs are available in leading supermarkets now.
