The fall-out over the discovery of worms in sample chocolates made by Cadbury India continues to damage the multinational confectioner.

The Gujarat Cooperative Milk Marketing Federation has placed advertising hoardings across Mumbai (Bombay) with the punchline Cadbura, (which suggests that Cadbury is 'bad').

The co-op makes the rival Amul chocolates and has been trying to profit from the scandal, claiming it wanted to boost its market share from its existing two to 15%.

Industry experts have been sceptical, citing Amul's limited capacity in the Indian business press. Meanwhile, Cadbury has continued a damage control exercise, including an awareness campaign for retailers about storage requirements.