Mondelez International is kicking off 2020 by bringing back Cadbury Bournville Old Jamaica, which was originally launched in 1970.
The launch taps into the growing popularity of rum & raisin chocolate, which is worth £11.5m in sales and is a segment growing at 21%. It will be available to convenience retailers in 180g packs, RRP £2.04, and a 100g £1 price-marked pack.
The alcohol-free bar has made several appearances as a limited-edition line since its launch, appearing in 1987, the mid-1990s and most recently 10 years ago, when it was on shelves for a year.
Bethany Wenn, Cadbury Bournville brand manager at Mondelez International, said loyal fans of Old Jamaica have been petitioning for its return on Facebook groups, indicating strong demand.
The company recommends that store owners use its Delicious Display retailer website for merchandising and ranging advice relating to the new line.