Cadbury's Dairy Milk is one of the best-known chocolate bars in the world. In Britain it is simply a synonym of the word 'chocolate'. In 1824 John Cadbury opened a shop with groceries and drinking chocolate at 93 Bull Street in Birmingham. The new shop was a great sensation in the town because of its exceptionally elegant window. Soon Cadbury started putting advertisements of his products there. In the 19th century it was a complete novelty. Many people started to come to Bull Street mainly to see the strange objects in the shop window. Some of them returned home with the shopping. The advertised drinking chocolate and cocoa sold best. Cadbury understood that this was the future of his company. In 1866 a recipe for the 'absolutely pure and therefore the best' cocoa essence was developed at Cadbury's. The real chocolate was only one step away. The first bar of milk chocolate was produced in 1897 by brothers George and Richard Cadbury. It was a rough and rather dry block made from milk powder, cocoa butter, cocoa mass and sugar. At that time Daniel Peters, a Swiss from Vevey, was manufacturing more popular milk chocolate of different consistency containing a considerable amount of condensed milk. From 1900 George Cadbury, Jr. together with the experts from Bournville challenged the Swiss; together they decided to make new and better chocolate. Soon the world's most modern factory of condensed milk was built in Bournville. Meanwhile chocolate with a completely new taste was being worked on. In 1904 they managed to produce what they had been looking for - delicious milk chocolate made from full cream milk. The new chocolate contained much more milk than competitive products. George Cadbury felt that this product would make his family business world-famous. Preparations for mass production were made and there was a heated discussion going on concerning the name for this hit. At first, three suggestions were considered: 'Jersey', 'Highland Milk' and 'Dairy Maid'. The fourth name ,'Dairy Milk', however, was the best. In 1905 the first bars of Dairy Milk appeared on the market. The word 'dairy' best describes the taste of the new chocolate: the power of milk. One 200g bar of Dairy Milk is an equivalent of one and a half glasses of whole milk. Soon these proportions were turned into one of the most famous advertising slogans. Today each inhabitant of the United Kingdom eats about 8 kg, or 80 bars of Dairy Milk a year. Cadbury manufactures over 250 million of Dairy Milk bars every year. The British spend nearly GBP 100 million a year on their sweet delicacy. Cadbury's Dairy Milk is the best-selling bar chocolate in the world.