Dream (chocolate bar)

History

Cadbury's Dream chocolate bar took four years of research and development before it hit shelves. It first appeared in Australia and New Zealand in 2001, where Cadbury reported it became one of the top five block chocolate brands in New Zealand and helped grow the overall chocolate market. The following year, Dream launched in the United Kingdom and Canada, and was promoted through Cadbury's sponsorship of the TV show Coronation Street. In the UK, it was aimed at women aged 25 to 34 who had previously bought Milkybar, since few white chocolates there were marketed to adults at the time.

However, by 2010, Marketing Week noted that Dream had not met Cadbury's expectations for the adult market. In 2019, the product was reintroduced in the UK and Ireland under the name Cadbury White, sold only at Asda, and received poor reviews as of September that year. That October, Cadbury planned a special edition white Christmas chocolate block for Australia. In May 2020, Dream returned to the UK as part of B&M's Cadbury Australia Chocolate promotions, sold alongside Cadbury Dairy Milk Top Deck, Crispy Mint Creme, Moro Bars, two flavours of Cadbury Old Gold Bars (Roast Almond and Peppermint), and later additions including Cadbury Caramilk Bars, Cadbury Twirl Caramilk Bars, and Australian Cadbury Dairy Milk Turkish Delight Bars.