Cadbury Heroes (originally Cadbury's Miniature Heroes), known as Cadbury Favourites in Australia and New Zealand, is a brand of packaged confectionery containing a selection of miniature chocolate bars manufactured by British company Cadbury. They were introduced in 1999 as a response to Celebrations by rival Mars which were launched in 1997.
History
Cadbury launched the new product in Britain as Cadbury's Miniature Heroes in September 1999,[1][2] with the tag line The people magnet in a campaign designed by TBWA GGT Simons Palmer, and with sponsorship of Coronation Street, with the whole campaign costing £4.8 million.[3][2][4] In 2002, the product name was just shortened to Cadbury Heroes in a campaign managed by TWBA.[5]
In 2018, a Twitter campaign was started to remove the Eclair from the Heroes collection as it was normal sized and not a "miniature" as per the other chocolates in the selection.[6] In 2022, due to production issues, some packs of Heroes contained two full size Twirls instead of the miniatures.[7] Cadbury Heroes launched in South Africa in 2017.[8]
The product also launched in Australia in 1999.[9] In 2019, as a marketing campaign, a 10-metre tall Favourites box was built in Sydney.[10] In 2023, Cadbury replaced Flake and Dream with Caramilk and Twirl.[11][12]
In October 2025, Mondelez announced that they were trialling the replacement of plastic tubs with paper tubes. The tubes were being manufactured by packaging company D S Smith were to be only sold through Tesco stores, which would also see Éclairs replaced by Cadbury Flake. The plastic tubs would continue to contain Éclairs.[13]
Flavours
Britain, Ireland and Isle of Man
The following list are the chocolate bars currently included in Cadbury Heroes as sold in Britain, Ireland and the Isle of Man:[14][15] In 2019, Mondelez commissioned YouGov to poll the British public to find out the country's favourite Cadbury Heroes for its 20th anniversary. The top spot was shared at 13% between Crunchie and Twirl.[16]
- Fudge
- Dairy Milk Caramel
- Dairy Milk
- Wispa (Added in 2015)
- Twirl
- Creme Egg Twisted (Added in 2009)
- Eclair (Added in 2008)
- Double Decker (Known as "Dinky Decker", added in 2019)
- Crunchie (Originally as Crunchie Bite. Removed in 2008 but re-added in 2019 as Crunchie Bits)
Discontinued
Source:[17]
- Bournville (Added in 2008, removed in 2013)
- Dairy Milk Whole Nut (Dairy Milk with added hazelnut in the centre. Added in 2002, removed in 2008)
- Dream (Added in 2002, Removed in 2008)
- Fuse (Removed in 2004)
- Picnic (Removed in 2007)
- Time Out (Removed in 2007)
- Toblerone (Added for Christmas 2013, 2014 and 2015)
- Nuts About Caramel (Cadbury's Caramel with added hazelnut in the centre. Removed in early-2000's)
Discontinued
Source:[17]
- Bournville (Added in 2008, removed in 2013)
- Dairy Milk Whole Nut (Dairy Milk with added hazelnut in the centre. Added in 2002, removed in 2008)
- Dream (Added in 2002, Removed in 2008)
- Fuse (Removed in 2004)
- Picnic (Removed in 2007)
- Time Out (Removed in 2007)
- Toblerone (Added for Christmas 2013, 2014 and 2015)
- Nuts About Caramel (Cadbury's Caramel with added hazelnut in the centre. Removed in early-2000's)
South Africa
The following are chocolate bars included in Cadbury Heroes in South Africa:[18]
- Dairy Milk
- Chomp
- Lunch Bar
- Flake
- Dairy Milk Top Deck
Australia and New Zealand
Cadbury Favourites is the antipodean name for Cadbury Heroes, but contains it own unique mix of miniature chocolate bars and is sold in Australia and New Zealand. The following list are the chocolate bars included in Cadbury Favourites:[19] A 2021 poll conducted by news.com.au determined that Australia's favourite flavour in the box was Fry's Turkish Delight, followed by Cherry Ripe.[19]
Discontinued
- Caramilk (Added in 2023)
- Cherry Ripe
- Crunchie
- Dairy Milk
- Fry's Turkish Delight
- Moro
- Twirl (Added in 2023)
- Old Gold
- Picnic
Editions
External links
References
- Cadbury Heroes retrieved 2008-02-02^
- ANALYSIS: Cadbury's Heroes go into battle with Mars - Cadbury is putting its marketing might behind Miniature Heroes, one of the firm's biggest brand launches this decade. But as Paul Whitfield asks, will innovative packaging and a sharing Campaign, 23 September 1999^
- John McDonough, Karen Egolf. The Advertising Age Encyclopedia of Advertising Taylor & Francis, 2015^
- Frances Brassington, Stephen Pettitt. Principles of Marketing Financial Times Prentice Hall, 2006^
- DIARY: Pick of the week - Cadbury's Heroes Campaign, 29 March 2002^
- Should Cadbury Eclairs belong in Heroes boxes? Twitter erupts in fierce debate The Independent, 24 December 2018^
- Twirls substituted in some Heroes chocolate boxes BBC, 15 November 2022^
- Cadbury Dairy Milk Facebook, 16 October 2017^
- Market Report: Australia Market Research International, Euromonitor, April 1999^
- Cadbury to build world's biggest Favourites box Packaging News, 3 September 2019, retrieved 2 September 2024^
- Cadbury to axe iconic chocolates from Favourites box, reduce size of packaging The New Zealand Herald, 4 May 2023, retrieved 2 September 2024^
- Huge change to Cadbury's Favourites divides shoppers: 'Oh no!' Seven News, 2 May 2023, retrieved 2 September 2024^
- Cadbury is adding a new chocolate to Heroes tubs for very first time this Christmas Metro, 22 October 2025^
- Cadbury adds two new chocolates to Heroes box The Independent, 19 March 2019^
- The lost chocolates from Quality Street, Roses, Celebrations and Heroes Wiltshire Live, 15 Dec 2021^
- British public rank their favourite Cadbury Heroes Confectionery Production, 23 December 2019^
- Chocolate box favourites ditched Newsbeat, BBC Radio 1, 19 December 2018, retrieved 12 May 2019^
- Cadbury's Heroes Woolworths, retrieved 27 January 2025^
- Best and worst chocolates in the Cadbury Favourites box decided news.com.au, 16 April 2021, retrieved 2 September 2024^
- Huge change to Cadbury’s Favourites divides shoppers: ‘Oh no!’ 7NEWS, 2023-05-02, retrieved 2026-01-04^
- Cadbury has just launched a dark chocolate edition of its Favourites box Delicious.com.au, 26 October 2020, retrieved 2 September 2024^
- Cadbury Creme Egg Favourites are HERE taste.com.au, 15 February 2021, retrieved 2 September 2024^
- Easter eggs - who wins in battle for best value? Bay of Plenty Times, 14 April 2014, retrieved 2 September 2024^
- For reel! Cadbury releases limited edition Favourites box with chocolate fish The New Zealand Herald, 11 October 2019, retrieved 2 September 2024^
- Cadbury releases Kiwi version of Favourites Newshub, 14 September 2017, retrieved 2 September 2024^