Cadbury's ditches slogan from Dairy Milk wrappers

London :The iconic Cadbury’s Dairy Milk logo of two glasses pouring milk into a chocolate block has survived the test of time, but an 82-year-old slogan has been reportedly left out of new wrappers.

The original slogan, “glass and a half of full cream milk in every half-pound”, was introduced in 1928 to show the bars were better than those of their rivals.

Each bar of Dairy Milk now has the words: “The equivalent of 426 ml of fresh liquid milk in every 227 g of milk chocolate”, The Sun reported Tuesday.

Cadbury’s said the decision to alter the words to metric was taken in 2007, although the wrappers were not changed until recently.

“It’s the end of an era. This was one of the most successful ad slogans ever,” Angus Kennedy, of industry magazine Kennedy’s Confection, said.

A Cadbury’s spokesman said: “The phrase didn’t make sense if the pack stated the bar weighs 49 gram or 230 gram.”

A spokesman for American food giant Kraft, which now owns Cadbury’s, said the company would keep using the phrase in their marketing campaigns.

Dairy Milk is Britain’s most popular chocolate, with sales of 371 million pounds in 2009.

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