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ONE CHUNK LEADS TO ANOTHER
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If diversity was the watchword in the 1970s, the following decade was all about consolidation. Cadbury rebuilt their own image behind Dairy Milk (which, from 1985, went king size, along with everything else). They reintroduced dormant varieties like roast almond and sultana, and added the odd new bar like ‘when milk and plain collide’ peculiarity Gambit, but the main draw was increasingly Cadbury themselves, embracing the ‘80s corporate brand mania like an old hand. Terry’s, meanwhile, embraced the decade’s other nascent trend, graphic design, to jazz up the wrappers of their crispy chip Bitz range. As with nearly all design of this vintage, what started off looking like something from a millionaire’s pleasure palace in the Caribbean soon acquired the air of a Dunstable nightclub’s ladies night flyer. More sure-footed was Logger, a standard segmented bar cunningly disguised as a tree, and advertised with a shameless Monty Python lumberjack sketch homage. Such visual depreciation was common by now, and everyone soon learned that strong, traditional lines suited them best. Combine this with a fashion for corporate takeovers within the industry, and the seemingly endless variety of the 1970s chocolate market seemed to thin out drastically after 1990. Rowntree were subsumed by Nestlé, Terry’s by Kraft. Cadbury circled their wagons ever tighter, badging everything under the Dairy Milk label, while Mars continued to parry them with Galaxy. The shelves that had once heaved with wrappers of all hues and designs now bore endless ranks of relentlessly focus-grouped purple and brown. No more would entire lines be rebranded on the whim of a shop girl from Plymouth. This made sound business sense, but some of the fun had been let out, children of the future denied the Dickensian pleasure of bursting into a sweet shop and asking for ‘an Oliver Twist, two Tiffins and a Big Wig, please!’.
Come up to the lab and see what’s in the slab. Cadbury’s Gambit (1967), Nestle’s Feast circa 1974, Dairy Crunch (1965), Hazel Nut circa 1975, and Fizz Bang (1980); Cadbury-Fry’s Tiffin (1967).
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