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Cadbury invites consumers to invent a new Dairy Milk bar

Cadbury has revealed that it will be opening its doors and inviting the nation to ‘go madbury for Cadbury’ this July.

Chocolate fans have the chance to create their very own Cadbury Dairy Milk bar, which could become the newest addition to the Cadbury Dairy Milk range to sit alongside iconic bars and family favourites such as Caramel, Fruit & Nut and Whole Nut.

Cadbury fans are being invited to enter their dream bar at cadburyinventor.com where they can pick from a range of ingredients which will be added to Cadbury Dairy Milk.

From caramel, brownie, popping candy, chilli, orange, mustard, cashews, there are over 90,000 different available combinations to choose from. Once the ingredients are chosen (up to three), entrants will name their bar and explain a bit about what inspired their creation before hitting send on their entry.

This TV and heavyweight campaign will reach 78% of all UK adults through activity across its website, YouTube, Instagram, Snapchat and Pinterest.

David Shepherd, director of research and development at Cadbury, says, “This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get.

“With different flavours, from nutty, herby and spicy and a wealth of fruity favourites to choose from, we’re encouraging the nation to go madbury and be as bold as possible in what to choose. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalists.”

After the competition closes on 31 July, all entries will be put through a rigorous judging process with the finalists being selected based on two important elements: taste and creativity.

Three lucky finalists will then have the opportunity to visit Cadbury’s Chocolate Centre of Excellence in Bournville, the home of Cadbury, where they will work with chocolate experts to experiment with their creations and make their bar a reality.

All three bars will go on sale next year where the UK will be able to vote and purchase their favourite creation to decide which of the finalists will be crowned the ultimate winner.

To enter your Cadbury Inventor creation visit www.cadburyinventor.com or visit www.facebook.com/cadburyuk for more details.

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