Mondelēz International has announced it is bringing back Cadbury Bournville Old Jamaica, a dark chocolate rum and raisin bar, as a permanent addition to its portfolio.
Old Jamaica was originally launched in 1970 and has been re-launched as a limited edition variant several times since then. The flavour was re-launched in 1987 as part of Cadbury’s Classics range and again in the mid-1990s as part of its World of Chocolate range. It was most recently available 10 years ago for one year.
Cadbury said the variant will “help retailers capitalise on the growing popularity of rum and raisin chocolate, which is worth £11.5m and growing at 21%
Bethany Wenn, Cadbury Bournville Brand Manager at Mondelēz International, said: “The return of Cadbury Bournville Old Jamaica taps into incredible demand from a range of consumers looking for this type of bar.
“Loyal fans of Old Jamaica have been petitioning for the return of the bar on Facebook groups, so we know there is a loyal audience who want to see the brand back again.
“The Cadbury Bournville brand is also in tremendous growth and shoppers are buying into new variants like Cadbury Bournville Giant Buttons – already worth £5.1m following its launch earlier in March this year – and Cadbury Bournville Orange.
“With rum and raisin flavoured chocolate in 21% growth, Cadbury Bournville Old Jamaica will offer shoppers a new launch of an old brand that we know they will love.”
The bar is available in a 180g pack (£2.04) and a 100g £1 price-marked pack.