Cadbury has removed the iconic phrase 'glass and a half' from its Dairy Milk chocolate bars after 80 years, citing European regulations. The slogan, which originally indicated the amount of milk in every half-pound bar, has been replaced with a metric equivalent: 'The equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate'.
A Cadbury spokesperson, Tony Bilsborough, stated that the company was advised that EU rules require all weights and measures on packs to be metric by 2010. He added that the change was made after consulting with Birmingham trading standards officers, who confirmed the legal advice.
However, the Trading Standards Institute has contradicted this interpretation. Andy Foster of the institute said the slogan is not part of the ingredients list and therefore not subject to food labelling laws. 'The Trading Standards Institute would have no objection to the continued use of the famous slogan unless it was considered misleading by consumers,' he said.
Despite the wording change, the image of a glass and a half of milk remains prominent on the front of Dairy Milk bars and will continue to be used in marketing, Cadbury confirmed. The move comes after Cadbury was acquired by US food giant Kraft earlier this year.
