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A sweet story about Dairy milkCadbury's launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it becomes the company's best selling product by 1913. George Cadbury Jnr, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customer’s daughter suggested Dairy Milk, the name stuck.". Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar. Cadbury made Dairy Milk into a family brand by taking existing brands — Caramel, Wispa, Fruit & Nut, and Whole Nut — and marketing them as Dairy Milk sub-brands; for example Wispa was phased out and replaced by "Dairy Milk Bubbly". The Dairy Milk brand was also introduced as an endorsement brand on children's products such as Cadbury Buttons and Freddo. At this time the entire Cadbury Dairy Milk range was given a packaging revamp (along with all other Cadbury brands) incorporating a new "swirl" around the Cadbury signature logo; the company name had also recently been changed from "Cadbury's" to "Cadbury". By there were fifteen Dairy Milk sub-brands produced in the UK, including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies, and Creme Egg. In the subsequent two years, however, the majority of these new sub-brands proved unsuccessful and were discontinued. "Apricot Crumble Crunch" and "Cranberry and Granola" were released as new Dairy Milk variants.The current UK range consists of Dairy Milk, Caramel, Fruit & Nut, Whole Nut, Turkish, Double Choc, Apricot Crumble Cr,Following a trial in October 2007, the "Cadbury Wispa" brand was re-introduced in the UK and the Republic of Ireland. Due to a positive response, Wispa is again available on a permanent basis, and now the Dairy Milk Bubbly brand is exclusive to the large block format. In spring 2009, following the success of the Wispa relaunch as an individual product brand, Cadbury Dairy Milk Caramel was relaunched, with the "Caramel" name re-emphasised as the main on-pack brand, and the "Dairy Milk" brand de-emphasised. The iconic "Caramel bunny" was re-introduced during this period with the slogan "Still got it". The rest of the Cadbury range is slowly being revamped with new or refreshed packaging as part of this reduction in emphasis on the Dairy Milk brand and the reintroduction of individual product brands. Simultaneously, Cadbury have also introduced a new look Dairy Milk logo and reintroduced the gold "Cadbury" logo, reminiscent of the logo prior to the "swirled" Cadbury logo of 2003. Cadbury Dairy Milk Buttons and Freddo have this logo.
