Cadbury have announced plans to open their first dedicated shop in the city their empire began - Birmingham.
The chocolate giants have experimented with market stall-style concessions in the past, but this is the first time Cadbury have taken on such an ambitious project. The store, which is to be situated in Birmingham's Bullring shopping centre, will open in mid-May, and as well as carrying the company's entire UK range, will feature lines currently only available in mainland Europe and Asia.
'The Cadbury store is a project we've been working on for a while, and it seems fitting that it should be based in the company's home city', said spokeswoman Gillian Woods. 'It will not only give consumers the chance to obtain anything they want from our entire range from one location - including items previously only available from the Cadbury Gifts website - but also gives us a chance to test new lines'.
The store has been provisionally named Cadbury World, after the company's flagship tourist attraction in Bourneville.
