UK confectioner Cadbury is to re-brand several of its well-known chocolate bars as part of its aim to create a Dairy Milk superbrand.
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The company’s Wispa chocolate bar will be laid to rest later this year and will be re-launched as Dairy Milk bubbles. Cadbury’s Caramel and Turkish Delight will also be re-branded as Dairy Milk products.
“The idea is to focus attention on the Dairy Milk brand which is incredibly important for the company,” a source close to Cadbury told The Grocer.
