In a recent newspaper article, The Sunday Telegraph credited Chocablog with helping to bring Cadbury Wispa back, but in actual fact we had nothing to do with it. We only mentioned Wispa after Cadbury had announced it was coming back.
But the news of Cadbury bringing back one Chocolate institution led to several comments about the disappearance of Cadbury Fuse. Now call me slow, but I hadn’t even realised it had gone until Chocablog readers mentioned it, and I have to say I’m shocked.
I loved the crispy, chewy fruitiness of Fuse and it was one of my favourite regular purchases. And now I want it back.
But this isn’t just about Fuse and Wispa – Cadbury have a bigger problem here, and that’s in inexorable rise of the Dairy Milk superbrand.
Now don’t get me wrong, I loved the Dairy Milk with Creme Egg bar – partly because a Creme Egg in a bar was such a ridiculously fun idea. But the Dairy Milk brand is killing off some of Britain’s best loved chocolate brands, not to mention stifling development of new ones. If it can’t be squeezed into a small square of Dairy Milk, it seems Cadbury just aren’t interested.
We want our chocolate back!