Cadbury has said it will continue to use its famous “glass and a half” slogan on packaging and in its marketing despite having to remove the line from the back of packs to meet EU rules.

The UK confectioner told just-food today (28 September) that, contrary to reports, the Kraft-owned chocolate manufacturer would continue to use the glass and a half slogan and symbol on the front of packaging.

“All we have changed is the descriptor in the ingredients on the back of the pack,” the spokesman said. “The old packs said: ‘contains a glass and a half of full cream milk in every half pound’, which is not valid on a pack where the list of all the other ingredients are metric. It’s confusing.”

He said the shift was part of new EU regulations which mean that companies have to remove imperial measures from their packaging.

The packs now read: “The equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate”.