A retro chocolate bar is to return to the shelves, following a big social media campaign.
Cadbury has confirmed the return of the 1970s favourite ‘rum and raisin’, and it will be released under the ‘Bournville’ brand with the name ‘Old Jamaican’.
The Old Jamaican rum and raisin brand was initially launched in 1970, and brought a Caribbean taste to the changing streets of Britain.
Now, 50 years on, and several limited edition releases later, Old Jamaican rum and raisin is back, with Birmingham Live reporting that the city-based chocolate firm are promising a wide release of the nostalgic classic.
After being a staple of the newsagents’ shelves in the 70s, it fell out of fashion in the 1980s when things like Fuse, Wispa and Dream were the hip new chocolate bars.
It was relaunched as one of the Cadbury’s Dairy Milk ‘classics’ in 1987, and again is part of the ‘World of Chocolate’ range in the mid-1990s.
Back in 2010, it was released for a year as a limited edition, as part of the Bournville range - and the dark chocolate brand is how it will be released again now, in early 2020.
Cadbury’s have had a great deal of success in the past couple of years relaunching old favourites within the Bournville range - named after the suburb of Birmingham where the factory is based.
Bethany Wenn, Bournville Brand Manager at Mondelēz International, said: “We’re really excited to bring back the return of Bournville Old Jamaica bar.
“The relaunch highlights the increasing consumer demand to bring back retro flavours,” she added.
Bournville Old Jamaica will be available in 180g and 100g tablets, and will cost £2.04 and £1 respectively.
Cadbury’s has close links with Bristol.
Back in the 1840s, Bristol’s Fry’s Chocolate and Birmingham’s Cadbury’s were rival brands - with Fry’s developing the world’s first mass-produced chocolate bar here in Bristol.
The two companies merged in 1919 and the first thing the new company did was close down the smaller, city centre factories in Bristol and move production to a new site at Somerdale in Keynsham.
Cadbury’s was controversially taken over by American conglomerate Kraft Foods in 2010, with a promise not to shut down the Keynsham factory, as it tried to win approval from the Government at the time.
Within weeks of securing the takeover, Kraft Foods announced the closure of the Somerdale factory and the movement of production to Bournville and to Poland.
Kraft split in 2012 and Cadbury’s is now owned by the off-shoot company formed out of Kraft’s food business, called Mondelez.
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