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Cadbury's purple reign : the story behind chocolate's by John Bradley

By John Bradley

'Cadbury's crimson Reign' tells the in-depth tale and definitive heritage of the Cadbury model, and the way it got here to be the world's pre-eminent chocolate brand.

summary: 'Cadbury's crimson Reign' tells the in-depth tale and definitive background of the Cadbury model, and the way it got here to be the world's pre-eminent chocolate model

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That Cocoa Essence might have run its course was a thought that had to be taken on board. More difficult to accept was that purity itself might no longer be as potent a selling point. Cadbury stood unequivocally for purity, and thirty years of increasingly massive advertising budgets had been sunk into this one thought. A volte-face on this issue was unthinkable, but it could not be argued that the communication strategy that had put purity at the top of the decision tree was being found wanting in trying to convince the public that Van Houten’s superiortasting product was in fact inferior.

44 Cadbury’s Purple Reign: The Story Behind Chocolate’s Best-Loved Brand Somewhat perversely, Cadbury completely missed the significance of their invention and put next to no effort into developing the category. ’ These were buried in a section headed ‘Best Quality Fancy Goods’ and were the 983rd and 985th lines in a by then bulging order catalogue. This new category was not getting the major push that it needed to become quickly established, so, perhaps unsurprisingly, by 1902 it was only accounting for 2% of their production.

But the initial problem was in creating a bar of any chocolate that wasn’t as dry and crumbly as cocoa powder. The solution was to come from the cocoa butter that Van Houten’s hydraulic press had been invented to remove. While unpressed cocoa nibs – cocoa liquor – contained too much fat to make a palatable drink, they contained too little fat to make a palatable chocolate bar. Somewhat counter-intuitively, given the zeal that had been applied to removing cocoa butter, it dawned on confectioners that adding more cocoa butter to the liquor could solve the problem.

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