Food & Drink

Cadbury’s classic Tiffin bar is making a comeback

Posted by
Emily Reynolds
Published

We all love a comeback, don’t we? A triumph over adversity – riches to rags to riches, if you like. Lance Armstrong! Wispas! Jesus! And now: Cadbury’s Dairy Milk Tiffin bar! 

Yes! The bar – which is full of fruit and biscuits – is back! After a trial last summer which saw over 3 million of the bars sold, Cadbury has decided to bring it back permanently. 

First introduced in 1937, the bar has been axed twice, in 1972 and 2003, which doesn’t actually bode that well for sales really, does it. 

Cadbury’s marketing director, Matthew Williams, said the bar was coming back because of a desire for “new tastes”.

“We know consumers are looking for new tastes, experiences and textures so, with its classic recipe, we believe this tablet will deliver an exciting eating experience,” he said.

Brand manager Katrina Dawson said social media campaigning led to the revival. 

“For years, chocolate lovers across the country have passionately campaigned on social media for the return of Cadbury Dairy Milk Tiffin, which first made its UK debut over a decade ago,” she said. 

“The response has always been incredibly overwhelming, which is why we bought it back for a limited time last summer. By reviving an old classic such as Cadbury Dairy Milk Tiffin it enables Cadbury to reignite fond memories and instil that warm, nostalgic feeling that our fans have towards our much loved chocolate.”

Cadbury haven’t confirmed exactly when the bar will be available, but suggest tiffin fans “keep their eyes peeled”, so… do that, I guess.