Cadbury has spent more than £1 million on a new logo that looks just like the old one.
The much-loved British chocolate maker has ditched some of the words thickness and slightly re-moulded their tilt.
Its designer said this ‘puts the humanity back’ into the signature, which has gone unchanged for 50 years. But critics say this is simply a fudge.
Cadbury is also planning to shift the glass and a half full logo to show milk being poured into a chocolate chunk, rather than an i.
PR expert Mark Borkowski told The Sun the re-brand, by agency Bulletproof, could easily have cost £1 million.
But, he said, the national favourite was right to keep the changes subtle to avoid alienating customers.
The chocolate giant said the change, to be plastered on bars of Dairy Milk along with other favourites, will make them ‘look and feel more natural, authentic and high quality’.
‘The revitalisation of the Cadbury wordmark drew inspiration from the hand of founder John Cadbury himself to create a beautifully crafted signature with a more contemporary feel,’ they said.
Cadbury has used the signature of director William Cadbury since 1921, but did not stamp it on chocolate bars until 1960.
John Cadbury founded the chocolate company in Birmingham in 1824.
A Cadbury spokesman said: ‘The Cadbury logo redesign is part of a much wider brand refresh which began over a year ago and touches all Cadbury visual assets.
‘The cost of this work to the UK market was nowhere near the £1million figure that has recently been suggested and reported in the press.’