Page 64 - Sunday 27 November Advertising & Breweriana

363. CADBURYS COCOA ESSENCE COCOA PODS ENAMEL SIGN. 18 x 11.5ins. All time absolute classic UK Cadburys small size pictorial enamel sign with full sheen, vibrant colours, and large impressive realistically coloured cocoa pods pictorial within centre
circle. Falkirk Iron Co bottom right. An absolutely stunning condition example which we proudly present for the most discerning of serious enamel collectors. A once in a lifetime opportunity to acquire a top end sign in such remarkable condition - possibly the finest
enamel we have ever offered? 9.9/10. B3798
Cadbury Brothers
Hard to believe today but Cadbury’s almost didn’t make it. It began with Quaker John Cadbury (1801- 1889) who set up a grocers also selling tea, coffee and drinking chocolate in Bull Street in Birmingham in 1824. His trade was not mass market but, since all three products were luxuries, catered to the wealthy. Opening a factory at Crooked Lane in 1831, moving to Bridge Street in 1847, production focused on cocoa and drinking chocolates. He was joined by his brother Benjamin (1798-1880) as Cadbury Brothers in 1847. That was the year Fry’s introduced the
first chocolate bar, then Cadburys followed suit in
1849 but although they received a royal warrant in
1854 they were in decline. John split the business into retail and wholesale with the Birmingham shop taken on by his nephew Richard Cadbury Barrow and the chocolate manufacturing.
It was John’s sons Richard (1835-1899) and George (1839- 1922), who took over in 1861, who were responsible for turning things around. Dropping tea and concentrating on high quality chocolates. Separating cocoa butter from the cocoa bean with a
railway station, from where cocoa that was brought in by rail
from London, Southampton and Liverpool docks, and by that the canal via which the milk was delivered. In 1893 they patented chocolate biscuits and established a model village for their workers. Since the Cadburys were still Quakers, the only amenity it didn’t have was a
pub! Dairy Milk bars,
with their distinctive
purple wrapper, was
launched in 1905
and dark Bournville
in 1906. Many of the
brands still around
today were surprisingly
early introductions: Milk
Tray 1915, Flake 1920,
Creme eggs 1923,
Fruit and Nut 1928,
and Crunchie 1929.
Their biggest chocolate
invention however was
a merger with J. S. Fry
& Sons in 1919 thereby
joining two of the firms
whose past advertising
is now so highly sought
after today.
Advert for the Cocoa Essence from the Graphic, 1878.
new process in 1866, led to Cadbury’s Pure Cocoa Essence advertised
on the truly stunning enamel sign offered here. The company took off in a big way. They introduced chocolate boxes, decorated ‘Fancy Boxes’, and in 1868 their heart shape Valentine’s Day version established the idea of boxes for occasions and holidays. They followed it with the first Easter egg in 1875. The famous Bournville Cadbury Factory, was established in 1879 on the Bournbrook estate
in the countryside south
of Birmingham. Located next to the Stirchley Street
1891 advert as tested pure, the analyst has his hand on a tin with the same design as the enamel.