It was reported in The Sun newspaper this morning that the confectioner was dropping the iconic slogan.
A Cadbury spokesperson says that the glass and a half icon, slogan and strapline in advertising will remain.
He adds that the wording on the back of packs has been changed to ensure consistency across the on-pack ingredients list in line with EU regulations.
Cadbury’s products had previously included metric weights and measures for all ingredients except the phrase “a glass and a half of full cream in every half-pound”.
It has been replaced with the legal description: “the equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate”.
Cadbury’s spokesperson goes on to say that “A glass and a half underpins all our marketing, and is a successful marketing tool for the business.”
The Cadbury Gorilla and Eyebrows ads were produced by Cadbury’s Glass and a Half Full label, which also released an album of African themed music in support of Fairtrade Fortnight.
Cadbury says the three key elements of pack fronts are the signature Cadbury’s purple, the Cadbury script and the glass and a half icon, which ill all remain.