Company: Mondeléz International
Brand value: US$3,800 million
Change since 2018: -2%
Headquarter city: Uxbridge
Year formed: 1824
Consumers might be seeking out ways to eat and live more healthily, but Cadbury remains one of the country’s and the world’s most loved chocolate brands. Classics such as Dairy Milk, Flake and Crunchie have this year been joined by the first entirely new type of chocolate in 20 years: Darkmilk, which has been launched with a nostalgic advertising campaign to celebrate all things “grown up”, starring 80s and 90s pop icons Jason Donovan and Kim Wilde urging adults to try the new bar. Some of Cadbury’s other advertising has proved controversial: complaints about Freddo ads targeting children were upheld by the regulator, and an online advertisement urging kids to search for treasure using a metal detector was pulled after accusations that it advocated looting. Cadbury is strongly associated with the purple wrapping on many of its bars, but recently lost a court appeal in its long-running campaign to have exclusive use of the colour.