‘Be The Judge’ of the new Cadbury Dairy Milk Inventor bars – who wins, you decide!


Cadbury is back with one of the most delicious and hotly contested foodie competitions of the year, Cadbury Inventor – and this year they’ve raised the bar. Cadbury is asking chocolate fans to ‘Be The Judge’ of this year’s new Inventor bars and make the final verdict of which flavour remains on supermarket shelves as part of the Cadbury Dairy Milk range.

Many have watched the professionals tuck into a delicious treat on the TV, but only a few have had the power to make the final call. That’s all about to change. To celebrate the launch, Cadbury has partnered with ‘picky tea’ critic and radio presenter Jordan North to teach the nation how to judge like a pro and put their new-found judging skills to the test in the most mouth-watering way. 

Whether you’re bonkers for Brownie, crazy for Cherry or bananas for Banoffee, there is a new Cadbury Dairy Milk bar for everyone. Introducing the three brand new flavours available to buy now: Roxy’s Cadbury Dairy Milk FIZZING CHERRYJosh’s Cadbury Dairy Milk BANOFFEE NUT CRUMBLE, and Sophie’s Cadbury Dairy Milk NO FROWNIE BROWNIE.

To ‘Be The Judge’ and decide which bar needs to ‘raise their game’ and which one is a ‘chocolate masterpiece’, look no further. Jordan North together with tasting experts at Cadbury have developed the ultimate tips to judge and take on the most important decision of which bar will become a permanent part of the Cadbury Dairy Milk range.

Tasting Tips:

  • PACKAGING: Take a look at the wrapper itself, how does it look and make you feel? It should make you go “woah I want a bit of that”
  • PREPARE: Don’t taint your senses with strong tasting/smelling food & drink before trying the chocolate
  • SMELL: Smell the chocolate before tasting it – we can smell approximately 80 flavour compounds but can only taste 20
  • EAT: Try two chunks per bar to ensure you capture all the inclusions – A portion is six chunks in total!
  • TEXTURE: Note the texture of the chocolate – how long does it last in your mouth, what textures can you feel on your tongue?
  • TASTE: Take a moment to really experience the taste. Quiet places are good to allow you to focus on what you are tasting
  • FEELING: Does it make you feel naughty, but in a good way! 
  • NOSTALGA: Does it make you feel happy and at all nostalgic?
  • AFTER THOUGHT: Once you’ve tried, is it so good you feel begrudged having to share it!?
  • CLEANSE: Cleanse your palette between tasting the different bars, this prevents any cross over of flavours. Food and drink like cucumber, water and biscuit crackers are good for this

Radio Presenter and ardent food critic Jordan North said: “In recent years I’ve put my hand to judging the nation’s picky teas so I think I know a thing or two about being a self-confessed food critic. Partnering with Cadbury experts, we are sharing our chocolate tasting skills with the nation, encouraging fans to be the judge of this year’s Inventor bars. What could possibly be tastier than trying three brand new Cadbury Dairy Milk flavours and voting for your favourite – just like the professionals do! So, channel your inner chocolate expert and get judging, I can’t wait to hear what flavour you think is best!’

Pippa Rodgers, Cadbury Tablets Brand Manager at Cadbury, added: “We know the Cadbury Inventor competition is a fan favourite because it allows for delicious new ingredients and flavours to be explored and tasted, and this year has really set the bar high. Together with Josh, Roxy and Sophie, we couldn’t be more excited to share the three delicious Cadbury Dairy Milk flavours with the nation – but sadly there can only be one winner. It is time for us to put it to our experts, the fans, to ‘Be The Judge’ and decide what bar is worthy of returning to supermarket shelves next year!”

The three bars will be available from the 21st June in all major retailers across the UK and Ireland, and online at www.cadburyinventor.com. Fans can vote for their favourite bar to be crowned the latest Dairy Milk bar to join the iconic range on the www.cadburyinventor.com website until 5th September. The winner will be announced in September.

Now in its third year, the Cadbury Inventor competition challenged the nation again to come up with new and exciting flavours and received over 180,000 submitted entries from the UK and Ireland, from fans who wanted to be in with the chance to create and name their very own Cadbury Dairy Milk bar.

More about the Cadbury Inventor finalists

Josh, 31-year-old father from Birmingham and inventor of Cadbury Dairy Milk BANOFFEE NUT CRUMBLE, comprised of Milk chocolate with banoffee pie inspired fudge pieces golden almond caramel pieces and crunchy biscuits said: “I am a self-confessed chocoholic but also love to eat out in cafes and restaurants with my family. One dessert I particularly enjoy is a Banoffee pie, but I do also love a millionaire shortbread. So why not combine them all! With Cadbury Dairy Milk chocolate, banoffee pie inspired fudge pieces and a crumbly biscuit texture. What’s not to love?”

Sophie, 19-year-old student from Scotland, says she couldn’t be more excited about her Cadbury Dairy Milk NO FROWNIE BROWNIE which combines milk chocolate, gooey chocolate brownie chunks, golden salted caramel chips and crumbly biscuits. Sophie said: “I created this bar as an ode to my Mum’s favourite sweet treat. We are both chocoholics and love baking brownies in the kitchen together on rainy days, so having a Cadbury Dairy Milk chocolate bar with brownie pieces in is our dream come true.”

Roxy, a 34-year-old civil engineer and creator of Cadbury Dairy Milk FIZZING CHERRY which consists of Milk chocolate with soft chews of fruits cherry pieces, tingly cracking popping candy and crunchy biscuits said: ”Cherry is one of my favourite flavours but it’s too often classed as a summer fruit. Well, that is all about to change, and I want everyone to be able to enjoy it all year round. Cherry mixed with delicious Dairy Milk chocolate and finished with a mouth tingling fizzing finish – well that just makes any chocolate bar more magical!”


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