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Despite stating this was a response to consumer demand to improve taste and texture, there was no "new improved recipe" claim placed on New Zealand labels.
Staff at Keynsham criticised this move, suggesting that they felt betrayed and as if they have been "sacked twice".More than 2,000 of Cadbury's male employees joined the British Armed Forces, and to support the British war effort, Cadbury provided chocolate, books and clothing to the troops. It was operated by Cadbury between 19 to process locally collected milk and produce "chocolate crumb" which was transported to Cadbury's in Bournville. Cadbury soon expanded its product range with Flake (1920), Creme eggs (1923), Fruit and Nut (1928), and Crunchie (1929) (originally under the Fry's label).By 1930 Cadbury had become the 24th-largest British manufacturing company as measured by estimated market value of capital.One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate.