Cadbury Bournville Old Jamaica to become a permanent fixture

Mondelēz has announced the return of its iconic dark chocolate rum & raisin bar, Cadbury Bournville Old Jamaica, in the New Year.

Hitting the shelves at the start of the year, the brand is back for good, unlike the earlier limited edition re-launches.

“Loyal fans of Old Jamaica have been petitioning for the return of the bar on Facebook groups, so we know there is a loyal audience who want to see the brand back again,” said Bethany Wenn, Cadbury Bournville brand manager at Mondelēz International.

Originally launched in 1970, Old Jamaica has made several appearances as a limited edition since then. It was re-launched as part of the CDM ‘Classics’ range in 1987 and again as part of the ‘World of Chocolate’ range in the mid-1990s. It was most recently on shelves 10 years ago, for one year.

Mondelēz said the permanent return follows a strong year for the total Cadbury Bournville brand, which has seen value growth of 42.4 percent year-on-year.

“With rum & raisin flavoured chocolate in 21 percent growth, Cadbury Bournville Old Jamaica will offer shoppers a new launch of an old brand that we know they will love,” Wenn added.

Cadbury Bournville Old Jamaica will be available in 180g and 100g tablets with an RRP of £2.04 and £1 PMP.