For more than a century, Cadbury Bournville has delighted chocolate lovers in the UK with its rich dark chocolate and heritage branding. In 2025, the iconic British brand is making headlines again by rolling out a modern refresh and launching new chocolate bars tailored for today’s tastebuds. With interest surging across the UK, both among loyal fans and those curious about the latest trends, the new Bournville range is set to spark plenty of conversation in shops, homes, and social media feeds.
Bournville: A British Favourite Gets a Fresh Look
Bournville has always stood apart from its milkier Cadbury cousins—a chocolate bar for those who prefer deeper, more intense flavours. Originally created in 1908 and named after the model village in Birmingham, Bournville is a staple in British grocery baskets. Over the years, the brand has experimented with classic and limited-edition flavours while maintaining its distinctive red and gold packaging.
In the summer of 2025, Cadbury took a bold step to modernise Bournville’s image with a new design across the entire range. This relaunch is not just about looks. It aims to refresh perceptions of dark chocolate, making Bournville more accessible and appealing to a wider audience. The new packaging also nods to tradition, featuring the iconic ‘B’ from the original 1908 design on every block—an authentic touch likely to resonate with long-time Bournville fans.
Introducing the New Chocolate Bars: Salted Caramel and Chopped Hazelnut
The centrepiece of the 2025 refresh is the introduction of two completely new Bournville flavour variants: Salted Caramel and Chopped Hazelnut. These bars are hitting supermarket shelves in July, just in time for the summer season. Each bar blends classic Bournville dark chocolate with contemporary flavour twists that match current UK snacking trends.
Salted Caramel
Salted caramel remains a firm favourite among UK shoppers, celebrated for its balance of rich sweetness and a subtle savoury kick. The new Bournville Salted Caramel promises to deliver this blend within the smooth, clean finish of dark chocolate. For Bournville, this flavour pushes the boundaries while staying true to its sophisticated character.
Chopped Hazelnut
The Chopped Hazelnut bar is Cadbury’s response to rising demand for nutty inclusions. Hazelnuts have always paired well with dark chocolate, and this new variant offers a satisfying crunch, contrasting beautifully with the silky Bournville chocolate. Its creation is part of a wider industry trend recognising the UK’s growing appetite for richer textures and flavours in chocolate bars.
Both bars are aimed at drawing in those who usually reach for milk chocolate. Data suggests that “dual-category” buyers—those who enjoy both milk and dark chocolate—are the most valued customers in the chocolate category, despite representing just 25% of UK households. By expanding its line-up, Bournville is opening the door for more everyday British shoppers to rediscover or embrace dark chocolate.
A Strategic Push: Why the Relaunch Matters
This 2025 relaunch goes beyond new bars and eye-catching packaging. It marks the start of Bournville’s largest marketing campaign in over 50 years, running from August to October and spanning TV, radio, digital channels, and out-of-home posters. Brand manager Valerie Doeringer says the aim is to “cut through the pretentiousness” of the dark chocolate market and boost dark’s appeal as an affordable, everyday treat, not just a niche indulgence.
Market data reveals that UK dark chocolate sales are growing, driven in part by shifting perceptions about perceived health benefits, changing tastes, and interest from younger consumers. However, milk chocolate still dominates British shelves. Bournville’s relaunch is strategically timed to challenge this, especially as the UK’s wider chocolate market faces tough competition from smaller, innovative brands offering bold new flavours.
Response from UK Retailers and Shoppers
Supermarkets and convenience stores across the UK are already rolling out the new bars, set at a recommended retail price of £2.20 each. Early reports suggest strong retailer enthusiasm, with stores highlighting the new look and NPD (new product development) displays as a way to drive footfall post-summer holidays. Retail analysts predict the Salted Caramel variant will be particularly popular, given caramel’s consistent place among the UK’s top chocolate flavours.
For longtime Bournville fans, there is relief that the classic bar remains alongside the new launches. Both the Salted Caramel and Chopped Hazelnut bars are being launched with the message that dark chocolate can be fun and accessible, not just a luxury for connoisseurs.
Chocolate Innovation in the Broader UK Market
The pace of innovation in the UK chocolate market has accelerated in recent years, with heritage brands exploring new formats, social media-inspired flavours, and cross-category collaborations. Bournville’s refresh is just one example of a broader trend that includes lighter bars for snacking, increased focus on sustainability, and even caffeine-infused confections. Throughout 2025, brands are experimenting with tropical, spicy, and nostalgic flavour profiles to attract new audiences.
Cadbury Bournville’s modernisation aligns with these trends, especially with a campaign that leans into humour and tradition rather than exclusivity. For many British shoppers, the relaunch is a chance to reconnect with a brand linked to family, celebration, and a bit of everyday indulgence.
A Nod to Bournville’s Legacy
Though the new bars are in the spotlight, Cadbury has ensured that Bournville’s legacy remains central. Every block of chocolate features the recognisable “B”—a reminder of its proud Birmingham roots and reputation as “the people’s dark chocolate” since 1908. The product range still includes familiar favourites like the Old Jamaica and Orange Dark Chocolate Bars, as well as the popular Bournville Buttons, keeping loyalists happy while welcoming newcomers.
Conclusion
With the launch of Salted Caramel and Chopped Hazelnut bars, Bournville makes a strong case for its continued relevance in a changing UK confectionery landscape. Backed by a meaningful campaign and respectful of its heritage, the relaunch shows how trusted brands can innovate without alienating their core fans. As Bournville enters its next chapter, chocolate-lovers can look forward to classic comfort, fresh flavours, and the simple pleasure of a well-crafted bar—one that speaks both to the past and the present.
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