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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.
This was achieved on 5 February 2010, and the company announced that Cadbury shares would be de-listed on 8 March 2010.
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.
Consumer backlash was significant from environmentalists and chocolate lovers in both Australia and New Zealand, with consumers objecting to both the taste from the cheaper formulation, and the use of palm oil given its role in the destruction of rainforests.
Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. Cadbury was a constant constituent of the FTSE 100 on the London Stock Exchange from the index's 1984 inception until the company was bought by Kraft Foods in 2010.
By 1914, the chocolate was the company's best-selling product. Better transport access for milk that was inward shipped by canal, and cocoa that was brought in by rail from London, Southampton and Liverpool docks was taken into consideration.
The management explained that existing plans to move production to Poland were too advanced to be realistically reversed, though assurances had been given regarding sustaining the plant.