Cadbury Milk Tray is a selection of milk chocolate candy with various fillings produced in Britain by Cadbury UK. Launched by the Cadbury company in 1915, it is one of the longest running brands in the confectioner’s portfolio.
The name ‘Tray’ derived from the way in which the original assortment was delivered to the shops. Originally Milk Tray was packed in five and a half pound boxes, arranged on trays from which it was sold loose to customers.
In 1916 a half pound deep-lidded box was introduced with a purple background and gold script, which has undergone minor changes in the ninety years since it was introduced. In 1924 a one-pound box was introduced, and by the mid 1930s the Cadbury’s Milk Tray assortment was outselling all its competitors.
The pack design has been regularly updated and the assortment itself has changed in line with consumer preferences, and today it is still one of the most popular boxes of chocolates in the UK selling over 8 million boxes a year.
Milk Tray was responsible for one of the most famous and iconic advertising campaigns in British television history. Running from 1968 to 2003, the chocolate was then advertised by the Milk Tray Man a rough, tough James Bond -style action man who goes through hell and high water to surreptitiously deliver a box of Milk Tray chocolates to a woman. The original strapline was ‘All because the lady loves Milk Tray’.
There were 19 adverts in the series which included top film directors like Adrian Lyne directing the adverts.