The British chocolate industry was given a boost when it was announced that £75 million will be poured into creating new facilities at the Cadbury factory in Bournville.
The money will be invested by Mondelez, the European operation of food giant Kraft and owner of Cadbury following a controversial takeover in 2010.
The Bournville factory employs nearly 1,000 people and churns out traditional pieces, such as Dairy Milk, Creme Eggs, and chocolate buttons.
But it is also home to the Global Centre of Excellence where chocolate experiments are the flavour of every working day. New taste treats are created there and existing ones refined.
The investment recognises the rising role the UK is playing in the world of chocolatiers and chocolate lovers, even though Cadbury bars themselves are not deemed gourmet. It has been welcomed by analysts as well as rivals.
The chocolate market in the UK has changed considerably in the last twenty years. Hotel Chocolat boutiques have opened in many cities and towns – and the brand is expanding to Europe and North America.
Chocolate clubs, such as The Grown-up Chocolate Company and Cocoa Runners, actually do home deliveries. Tours, such as Chocolate Ecstasy, are increasingly popular.
New, small, craft manufacturers are blossoming, including Prestat which operates from a factory near Wormwood Scrubs to make truffles and wafers that carry the royal warrant and are exported globally.
Late last year the International Salon du Chocolat was held at Olympia in London where experts gathered.
It was the organic brand, Green & Black’s (also owned by Mondelez), which is credited as being a trailblazer for popularising quality chocolates and helping turn consumers more knowledgeable about the rich world of chocolates, from countries of origin to cocoa content.
