Chocolate Wars: From Cadbury to Kraft: 200 years of Sweet Success and Bitter Rivalry. Deborah Cadbury

‘a new improved description of biscuit manufactured from the cocoa bean’ – and the search was on for other new forms of luxury foods.

      All this was not enough for George. Seizing the initiative from his rivals, he went on the offensive to promote Cadbury’s pure new cocoa. Aware of the public’s growing sensitivity to food adulteration, he lobbied the government to take action. People should know what they were buying, he argued. Eventually he was summoned to a government committee to give evidence. In a troubling move for his competitors, he insisted that only an absolutely pure product such as Cadbury’s Cocoa Essence should be called ‘cocoa’. All preparations mixed with additional ingredients should be sold under a different name.