(and a few you can't)
So... how many of the above can you expect to find in any half decent sweet shop today? The spread comes from Robert Opie’s excellent (and highly recommended) ‘70s Scrapbook’, collected from his museum of packaging and other ephemera. There are a fair few in that line-up that have made it into the twenty-first century, most of them still recognisable, if occasionally somewhat diminished in size...
One thing the survivors have in common is that, from my perspective, they’ve mostly been around for a lot longer than I have. Curiously, though, a lot of the chocolate bars launched during my lifetime have been less enduring. Bar Six, introduced by Cadbury’s in the mid 1960s, was a six-segmented chocolate-covered wafer bar. At our grammar school, we had a wall-mounted dispenser which would disgorge Bars Six in exchange for a 5p piece. We couldn’t get enough of them. But Bar Six vanished some time in the 1980s. I once unwrapped a bar to find it was solid chocolate – someone had forgotten to add the wafers to the production line that day, and it wasn’t the only time it happened. Today, it would probably go viral...
Even shorter-lived was the Aztec bar introduced by Cadburys in 1967 as a kind of rival to the Mars bar. On the outside, it looked just the same as a Mars, but beneath the thick chocolate were three separate layers: soft caramel on top, brown, Mars-style nougat below and white nougat on the bottom layer.* I found it very chewy – much more so than a Mars bar – and probably ate less than half a dozen of them (not all at the same time). Some time in the 1970s, I realised Aztec had quietly been dropped. Cadbury’s briefly revived it in 1999 (above left), but deserve a wooden spoon for their efforts, as what they came up with was simply a Mars bar, without the three-layer appearance of the original Aztec. Did nobody bother to do any research? All they had to do was look at the 1960s commercial where the bar's layers can be seen quite clearly:

A 1967 commercial introducing Aztec: I've heard it claimed that the bar contained raisins: it absolutely did not.
Others ‘missing in action’ brands include Cadbury’s Ice Breaker (chocolate bar with mint pieces) and Milk Tray bar (selection of Milk Tray chocolates fused together into a chocolate bar). Topic is a recent loss to sweet addicts, having been discontinued in 2021, with the last shelf stock selling out around 2023. Shame, as its white nougat centre made it quite unlike any other chocolate bar, but it seems that declining sales led to its demise. Introduced in 1962, it was famously promoted for many years with the slogan ‘a hazelnut in every bite'. Bill Oddie provides the voice of Toby alongside (I think) Jon Pertwee in this mid 70s TV spot:
https://www.youtube.com/watch?v=lsLceXcFd6I
So much for the history books, but we’re concerned here with the sweets you can still eat… so let’s have a few more...
I was going to add Old Jamaica to the casualty list until I discovered it had been relaunched six years ago as a sub-brand of Bournville dark chocolate and is still available at time of writing, although reviews online suggest it’s ‘not the same as it used to be’ (is anything?) This rum and raisin flavoured bar first hit the shelves back in the 1970s and was promoted with a ‘Treasure Island’ styled ad campaign in which a whiskery old pirate advised his young shipmate ‘don’t ee knock it all back at once.’
Curlywurly, introduced by Cadbury’s in the early 70s, and promoted on television by comedian Terry Scott, is also still very much alive, and appears unchanged from its original appearance. This, again, has traditionally been aimed at children, but that didn’t stop me from checking out an example just recently. It is still very chewy, although the toffee centre is slightly smoother than it used to be, and the chocolate still falls to bits when you eat it. Perhaps they should have tied their advertising in with Persil...
Toffee Crisp arrived in the early 60s, with a launch campaign on television that emphasised the huge crunch produced when you bit into one, which was exaggerated in the advert to seismic proportions. The bar was derived from a chocolate and rice krispies cake made by the wife of John Henderson, great-nephew of Mackintosh’s founder John Mackintosh. Today’s version is more or less indistinguishable from the original, and the orange/yellow packaging has evolved from an earlier orange and white version. As you can see in the Robert Opie spread, a plain chocolate version was also available for a while during the 1970s.
Also still present and correct on the shelves of any self-respecting sweet shop is the ages old favourite Bounty, introduced by Mars in 1951, and more recently developed into an ice cream equivalent (in my opinion one of the more successful ‘choc bar to ice cream’ transitions). Originally sold as individual bars, a two-pack Milky Way-style package eventually became the default, with a cardboard slide insert that has disappeared over the years. Like Charlie Brown, I used to hate any chocolate that contained coconut, and was a late adopter of Bounty: I doubt I ate it at all prior to the 1980s. Today, it is unchanged as far as I can tell, and the chocolate retains its distinctive thickness. Bounty's advertising played off the exotic associations of coconut, and featured a group of ‘Bounty hunters’ on a tropical island whence they had come ‘in search of paradise.’ Our dad always used to add: ‘and all they found was chocolate bars’.
The plain chocolate Bounty in its red variant wrapper was always far harder to find, and as of 2023 is reported to be extinct. A garage just up the road from where I live was certainly still selling them in relatively recent years, so news of its demise may yet prove to be premature.
Picnic, still with us, is a bar of Australian origin, created in 1950 by the MacRobertson confectionery company, which was acquired by Cadbury’s in 1967. I can’t find any confirmation of this, but I’m certain that Picnic originally did not contain peanuts, and that the ‘Peanut Picnic’ was a new variety introduced a few years later. Does anyone know for sure? In my recollection, ‘original’ Picnic was rather like a Lion bar.
Other favourites still available at your local sweetshop include Starbar (which disappeared for a time, after being rebranded as a variant of Boost but has made a return in recent years), Wispa (famously advertised on television by various comedy double acts), Aero (with us in one form or another since 1935), Boost (launched in 1985) and of course the ever popular Cadbury’s bars: Dairy Milk, (1905-present), Fruit and Nut (1926 - ), Wholenut (1930 - ), and Bournville (1908 - ) The latter has been ‘retooled’ in the past year, and is now moulded in larger segments which are much harder to eat. In the late 60s and early 70s, Bournville was promoted on television with an ‘X certificate’ campaign, emphasising that it was a chocolate for adults: I couldn’t fault their reasoning, and was never that big a fan of dark chocolate, except when it came on biscuits…
Cadbury’s Creme Egg is happily unaffected by shrinkflation – you can’t change the shape of an egg after all (although Cadbury’s have recently changed the shape of their large Easter Eggs, giving them a flat base, so they’re not egg-shaped all round. You know where to write and complain…) Creme Eggs were introduced in Britain in 1963, and I can still remember eating one for the first time, half expecting the ‘yolk and white’ fondant to taste like a real egg. Originally sold under the Fry’s brand name, they were brought under the Cadbury’s banner in 1971. During the 1970s, Cadbury’s also sold ‘Border Creme Eggs’ in tartan wrappers, with toffee fondant centres. There’s nothing like them around today, although the ‘Caramel Creme Egg’ comes close, and there have been any number of variant editions over the years. This year, by accident, I bought a pack of white chocolate creme eggs, which look disconcertingly like real eggs and taste very, very sickly. Not recommended...
Back in 1967, Cadbury’s started selling its famous Mini Eggs, which I believe were originally intended as cake decorations. In later years they were promoted by ‘Mr. Cadbury’s parrot.’ Recent reports suggest that, unlike Creme Eggs, these candy-coated chocolates are showing disturbing signs of shrinkage… the eggs remain the same size as ever, but there are fewer in a packet, down from 80g to 74g, whilst the price is now upwards of £2.15. Rising costs of cocoa and dairy products have been blamed – and as ever, the cost is absorbed by the consumer instead of eating into the manufacturer’s profit margins… plus ça change: people have always complained about Easter eggs being bad value for money, traditionally pointing to the excessive packaging and the meagre amount of sweets you find inside them.
Today, the chocolate I buy more often than any other is Cadbury’s Caramel. At time of writing the large bar tends to retail for around £2.75, but I recently spotted them on sale in a local Tesco for just £2. Bargain! Launched in 1976 with an advertising campaign featuring a seductive bunny rabbit that’s remembered to this day, it was later brought under the ‘Dairy Milk’ branding. And the human owner of that slinkily seductive bunny voice? Miriam Margolyes.
What, if anything have we learned from all this? Well, if you like continuity in your chocolate, then be wary of fickle Cadbury's, as their brands seem more prone to discontinuation than those of other manufacturers – just consider the list of casualties above, and you'll see they're mostly Cadbury's. Mars products seem to stick around for longer, as do those of Nestlé. Perhaps it's more the case that Cadbury's like to experiment more than other makers, and experiments don't always work: in their defence, they have occasionally reintroduced items in response to popular demand. I'd really like to see them bring back Aztec, and to do it right this time... they might even make it better than the original. But on the whole, we don't do too badly for sweets here in Britain – at least we get proper chocolate unlike what passes for it in the United States, and notwithstanding shrinkflation, I think it's safe to assume that most of our long standing chocolate brands will be with us for a while yet.
Think of it as edible nostalgia...
















