Cadbury's drop iconic 'glass and a half' slogan from chocolate (2024)

By Sophie Freeman
Updated: 02:09 EDT, 28 September 2010

It's been their trademark slogan for more than 80 years.

But now chocolate-makers Cadbury have ditched the iconic words 'glass and a half' from the labels of their famous Dairy Milk bars.

The 'glass and a half' referred to the the amount of milk used to make each half-pound of the chocolate.

It has now been replaced by the not-so-catchy words: 'The equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate.'

Cadbury, which was bought by U.S. giant Kraft in late 2009, told the Sun the decision to alter the wording to metric was taken in 2007, although the wrappers have only just been changed.

A spokesman said the famous recipe had not been altered and that the wording change was simply 'regulatory'.

'The phrase didn't make sense if the pack stated the bar weighs 49g or 230g.'

He added that the company would continue to use the original slogan - introduced in 1928 - in their marketing campaigns.

With sales of £371m in 2009, Dairy Milk is Britain's most popular chocolate.

A spokesman for Trading Standards told the newspaper that Cadbury was well within its rights to continue using the original phrase.

'The Cadbury slogan is well known by consumers and should not be confused or caught up with food labelling laws.

'The Trading Standards Institute would have no objection to the continued use of the slogan unless it was considered misleading by consumers.'

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