Thanks to a fresh new look and new flavors, Cadbury Bournville is on a mission to entice milk chocolate lovers to try dark chocolate. Launched over 100 years ago, the dark chocolate brand named after a model village in Birmingham, England, is sporting a new look with a striking design and a “B” on every chocolate block. Joining Dark Chocolate are two varieties, Salted Caramel and Chopped Hazelnut, both of which are set to appear in UK supermarkets this month.

“Our first campaign in over 50 years aims to cut through the pretentiousness and complexity often associated with the dark chocolate market and communicates that Cadbury Bournville is an accessible, smooth dark chocolate that everyone can enjoy, without the fuss,” said Valerie Doeringer, Brand Manager for Cadbury Bournville.