When you are thinking of entering the chocolate business, bearing the name Cadbury is hardly a handicap. But when James Cadbury – the great-great-great-grandson of the founder of the brand, John Cadbury – decided to create his own version of what was once the family business, he knew the traditional high-investment, high-risk way wouldn’t work for him.
James Cadbury – using data to sell upmarket chocolate with personalisation and customisation John Cadbury took years to develop a market for his cocoa-based products, starting from a small shop in Birmingham in 1824, then a factory in 1831. It wasn’t until his son bought an innovative new bean press from…
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