Cadbury is calling on fans and chocolate lovers to design a new bar for its iconic Dairy Milk range

Commencing July 2 the ‘Go madbury for Cadbury’ promotional competition will allow anyone to create a Dairy Milk bar via cadburyinventor.com​.

The winning bar will be sold in UK supermarkets and stores for at least 12 months.

“This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get​,” said David Shepherd, director of research & development at Cadbury.

Once the competition ends on July 31, three finalists will be selected, based on “two very important elements: taste and creativity”.

The three bars will be available in retail outlets and subjected to a public vote after which one will be named “the ultimate winner”.

Chocolate lovers can virtually combine one of 90,000 flavours to choose from to create their bar. Entrants can pick up to three ingredients before naming their invention and providing a brief explanation about what inspired them.

Winners will be invited to Cadbury’s Chocolate Centre of Excellence in Bournville, where they will work with the supplier to experiment with their creations and make their bars a reality.

 “We are always looking for ways to innovate and excite the British public with our products. So we thought what better way to create the next iconic bar than to ask the people that love it the most​,” said Shepherd.