With sales now worth £500m (Nielsen), Cadbury Dairy Milk (CDM) has been given a makeover with a new pack design. It is in fact the 21st major redesign in the brand’s 108-year history.

The new look across the entire Cadbury Dairy Milk range retains the Glass and a Half logo but has replaced the classic chocolate shots with ’imaginative and joyful’ expressions of each flavour and key ingredients.

A QR code has been added to packs which, when activated, will deliver ’joyful content’ designed to make people smile.

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