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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.Cadbury, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries. With the development of the Birmingham West Suburban Railway along the path of the Worcester and Birmingham Canal, they acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of countryside 5 miles (8.0 km) south of the outskirts of Birmingham.Located next to the Stirchley Street railway station, which itself was opposite the canal, they renamed the estate Bournville and opened the Bournville factory the following year.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.Staff at Keynsham criticised this move, suggesting that they felt betrayed and as if they have been "sacked twice".In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own expense, a model village which would 'alleviate the evils of modern more cramped living conditions'.

In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into two separate entities: one focusing on its main chocolate and confectionery market; the other on its US drinks business.During World War II, parts of the Bournville factory were turned over to war work, producing milling machines and seats for fighter aircraft. As chocolate was regarded as an essential food, it was placed under government supervision for the entire war.The wartime rationing of chocolate ended in 1950, and normal production resumed.As the Cadbury family were Quakers there were no pubs in the estate.Cadbury's Milk Tray was first produced in 1915 and continued in production throughout the remainder of the First World War. Fry & Sons, another leading British chocolate manufacturer, resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's Turkish Delight.

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