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Calling all chocolate fiends: What’s your favourite flavour?

Cadbury releases results of nation-wide flavour study with a flavour key to help you decide which bar to try next - pineapple chocolate, anyone?

Here in London, we’re apparently most likely to be persuaded to try a new flavour just because our favourite celebrity has
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What's your flavour...

The chocoholic's favourite sweet treat label, Cadbury, has partnered with leading taste psychologist Greg Tucker to determine regional differences when it comes to favourite chocolate flavours.


According to the study, 38% of Northerners prefer Cadbury Dairy Milk Caramel because it provides a feeling of warmth. The Welsh like Whole Nut the best, at 28%, because of its traditional roots, and Londoners are most likely to try something new, such as Fruit & Nut, at 48%.

Greg says, "One’s choice of chocolate says something about yourself, your nature and your personality... Brummies are well known for their witty sense of humour, a trait that goes hand in hand with Daim lovers, who identify themselves as being the jokers of the group. The chomp followed by a flavour rush, the bar provides a self-reinforcing effect for CDM Daim lovers in Birmingham, with 22% of respondents also selecting it as their chocolate bar of choice."

Time for chocolate?

The study also pinpointed Saturday at 4:29pm, a carefree moment during the weekend, as the exact time when people are most likely to try something new. 

"Trying new and unique flavours is also proven to help people understand themselves better", says Tucker: "Trying new flavours is a way to give ourselves a heightened understanding of what we like and why we like it – so we can find products that suit our mood better. Confectionery is a safe environment to try a new flavour, and with Cadbury Dairy Milk being the nation’s favourite chocolate it is a great way to start experimenting."


  • Cadbury Dairy Milk: In Cadbury chocolate we have the desired blend for the consumer of both sweetness and also dairy. The sweetness delights and the dairy comforts and relaxes.
  • CDM Caramel: The Caramel bar has a sweetness that is perceived to be more intense and impactful by consumers – simply because it has a longer dwell and reach in the mouth – the melt is sustained, the flavour lasts.
  • CDM Whole Nut: A somewhat challenging, difficult and conflicted eat – requiring as it does the hard chomp of the nut within the matrix of the chocolate. Preferred in older communities, where the nut adds real contrast to the chocolate to make it seem more valued and engaging.
  • CDM Fruit&Nut: Here is a product where there is chew and chomp, melt and fracture – a real textural mélange. It adds variety and interest to the palette but always within the reassuringly known and loved envelope of the Cadbury chocolate.
  • CDM Turkish: This bar has a full sweetness – with the hints of the classic flavour of rose water to give it a brightness and vibrancy, yet it also has a somewhat charming and exotic melt.
  • CDM Oreo: The Oreo bar provides the textural variety that is quite appealing, a taste that to many is more recent – and a hint of dairy richness and engagement yet which is also quite light and uplifting.
  • CDM Daim: The buttery rich crunch of the Daim bar allows the chompy style eat to be maximised – with a rush of rich flavours that rewards the effort. 

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cadbury, chocolate, caramel, dairy, milk, flavour, psychology, uk, daim, fruit, nut, taste, sugar, key, new, diet, confectionary, experiment, study, greg tucker, variety, rich, reward, crunch, adventurous, easter, sweet, recommendations, favourite, matthew williams, cdm

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