Cadbury's Heroes axes unpopular chocolate but replacement proves even more divisive
Ella Scott
Featured Image Credit: PAUL ELLIS/AFP via Getty Images
Chocolate aficionados are divided after Cadbury’s Heroes announced it would be replacing an old staple with a new chocolate, with some claiming its substitution is nothing but a ‘naked Twirl’.
Would you believe us if we told you people have been actively campaigning to remove the Eclair from plastic tubs and paper boxes of Cadbury's Heroes since 2018?
The argument the sweet treat connoisseurs have put forward for years is that, unlike the Twix and the Fudge, the Eclair isn’t actually a miniature. Thus, it doesn’t really fit in with the other dinky treats.
Seven long years after the campaign first reached boiling point, it appears that Mondelez, the confectionery company that owns Cadbury, has listened somewhat, announcing it is semi-retiring the classic toffee and milk chocolate combination.
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Earlier this month, the business announced it would be following Quality Street’s lead, trialling paper tubs in Tesco ahead of Christmas 2025.
Mondelez has partnered with packaging company DS Smith to achieve its virgin plastic reduction targets, as per The Grocer.
While the Cadbury Eclair will remain in the plastic tubs, it will be swapped with a miniature Flake in the new paper boxes.
This will mark the first time that Flakes have ever been introduced to the Cadbury’s Heroes lineup in Britain, Ireland and the Isle of Man.
It will join firm favourites Dairy Milk, Dairy Milk Caramel, Fudge, Twirl, Double Decker, Crunchie, and Wispa.
While some social media users have admitted they are ecstatic about the news, others are not so happy about Flake's addition to the roster.
“What’s the point in having a Flake and a Twirl in the same box ???? A Flake is just a naked Twirl,” commented one critic.
Arguably, they are somewhat right. The Cadbury’s Flake and Twirl are very similar, with someone on Reddit claiming the latter is ‘just a Flake in a chocolate suit’.
However, Cadbury has denied this comparison in the past.
In 2021, a business representative told Metro: “Both Cadbury Twirl and Cadbury Flake bars are made with the Cadbury chocolate that we all know and love.
“We can confirm they are not one and the same, how each of them are made is a secret though, known only to our brilliant chocolate makers.”
Other people have had their say on the Eclair being axed, with one X account claiming its the ‘best substitution since Alex Ferguson brought on Ole Gunnar Solskjær in the 1999 Champions League Final’.
“Am I the only one pleased Cadbury are f***ing off Eclairs? Flakes are well better,” typed someone else.
"Every year I pass [Heroes] out, without fail, Eclairs are always the last ones in the tub,” a third added.
On the topic of the Flake being added to Cadbury Heroes tubs, Christina Bland, brand manager for the business, explained: "For 25 years, Cadbury Heroes has been a beloved brand, bringing friends and loved ones together with its iconic assortment.
"The Heroes paper tub trial represents a step in our active work to explore new packaging solutions for our portfolio.
“This trial will inform our long-term packaging approach, and we are also excited to introduce Cadbury Flake to the assortment for this trial, offering a new favourite for consumers to enjoy."