22 May
Cadbury Wispa: The Rise, Fall and Incredible Revival

The Cadbury Wispa chocolate bar, with its distinctively bubbly texture and rich, velvety taste, has captured the hearts of chocolate enthusiasts since its inception in the 1980s. This aerated chocolate bar, produced by the renowned confectionery giant Cadbury, boasts a fascinating history, unique production process, and enduring popularity that merits celebration. 

In this post, we will explore the history of Wispa, which was at times tumultuous, with the bar being axed in the noughties and then, against the odds, making an incredible comeback!

Box of Cadbury Wispa bars with WIspa Gold bars from 2024

Origins and History

UK Launch

The Wispa bar was first introduced to the UK in 1981, emerging when Cadbury sought to innovate and diversify its product line. However, this was a trial in North East England to test its popularity as a direct competitor to Rowntree's Aero bar (now owned by Nestle). The trial was a success, and Wispa was released nationally in the UK in 1983. 

The inspiration behind Wispa was to create a chocolate bar that offered a novel sensory experience. By incorporating tiny air bubbles into the chocolate, Cadbury succeeded in crafting a product that was not only lighter but also melted smoothly on the tongue, enhancing the overall chocolate experience.

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Rise in Popularity

Wispa quickly gained a dedicated following, partly thanks to its clever marketing campaigns. Its popularity soared throughout the 1980s and 1990s, solidifying its status as a beloved treat in the UK.

Celebrity Adverts

A number of celebrity double-acts featured in Wispa TV adverts during the 1980s, helping to fuel its popularity. 

Arthur Lowe and John Le Mesurier advertising Wispa in 1982 in Dad's Army uniforms

In 1982, actors John Le Mesurier & Arthur Lowe from Dad's Army starred in a British TV advert for the launch of the bar. Both gentleman passed away not long after making the ad. Arthur Lowe sadly died on 15 April 1982, aged 66. John Le Mesurier left us on 15 November 1983, aged 71.

John Thaw & Dennis Waterman from the ITV police drama series The Sweeney also featured in a 1980s TV advert.

In 1984, Jan Francis and Paul Nicholas from the sitcom Just Good Friends advertised Wispa.

The bar was advertised by Mel Smith and Griff Rhys Jones in 1985, a comedy double act which was hugely popular in the 1980s. In the advert, Rhys Jones asks "What, the people who make 'em don't know how to make 'em?". The ad came with the tagline "Bite it and believe it". 


In 2003, Cadbury made the controversial decision to discontinue Wispa, much to the dismay of its fans. In the same year, Cadbury relaunched its Dairy Milk line and introducing Dairy Milk Bubbly as a replacement, which is still produced today.

Cadbury's Wispa wrapper from 1980s, purple with red and gold logo, gold text

Above is a photo of a Cadbury's Wispa wrapper from the 1980s. The colour scheme is similar to today's bar, albeit with a darker purple and gold highlights and text. The font was less rounded but not drastically different with the same red colour.


The outcry from Wispa enthusiasts did not go unnoticed. In 2007, a social media campaign spearheaded by devoted fans clamouring for its return caught Cadbury's attention. Responding to the overwhelming demand, Cadbury reintroduced Wispa as a limited-edition product later that year. The response was so positive that Wispa was permanently reinstated in 2008. 

Since its revival, Wispa has not only reclaimed its position in the market but also expanded its range. Variants like Wispa Gold, which features a caramel filling, and Wispa Duo, a double-sized bar, have further cemented its popularity. Seasonal editions and special promotions continue to keep the Wispa brand fresh and exciting for consumers.

Special Editions and McFlurry Ice Cream

Various Wispa special edition flavours have existed throughout the years, including White Chocolate, Orange, Mint and even a Ruby chocolate version. 

Wispa Orange was launched as a limited edition in 1994. Also in 1994, A Wispa Strawberry was introduced which included a layer of jam. However, it was discontinued in 1999.

A coffee flavoured Wispa named Wispaccino was launched in 1997 but discontinued in 2003.

Beyond just bars, Cadbury expanded the Wispa brand into McFlurry flavours and ice cream tubs for a wider Wispa experience, although these have only been available for limited periods.

Old Cadbury Wispa mint wrapper from late 1990s

Cadbury produced Wispa Mint between 1995 and 2003

Wispa Hot Chocolate

A powdered Wispa Hot Chocolate drink was launched in supermarkets in 2013, which you add to hot milk. Following its success, Wispa Gold Hot Chocolate (with a caramel flavour) launched in 2014. 

Current Wispa Range

This is the latest Wispa range in 2024

  • Wispa Gold 48g bar
  • Wispa Duo 47.4g bar
  • Wispa Gold Duo 67g bar
  • Bitsa Wispa 100g share bag
  • Wispa 4pk 111.6g
  • Wispa Gold 4pk 153.2g
  • Cadbury Wispa Milk Chocolate Mousse Dessert  4 x 45g Pots

The Unique Production Process

What sets Wispa apart is its unique production process, which involves aerating the chocolate. This technique, known as gas injection, incorporates tiny gas bubbles into the liquid chocolate. When the chocolate solidifies, these bubbles create the signature light and airy texture that Wispa is known for. This process requires precision and expertise to evenly distribute the bubbles, giving each bar its distinctive melt-in-the-mouth quality.


The Cadbury Wispa chocolate bar and the remarkable journey from launch to discontinuation and triumphant return highlight its special place in the hearts of chocolate lovers. As Cadbury continues to innovate and expand the Wispa range, this beloved bar's legacy will surely endure, delighting new generations with its bubbly bliss. Wispa even has its own soci 

The Cadbury Wispa chocolate bar, with its distinctively bubbly texture and rich taste, has captured the hearts of chocolate enthusiasts since its inception. This aerated chocolate bar, produced by the renowned confectionery giant Cadbury, boasts a fascinating history, unique production process, and enduring popularity that merits celebration.  

Cadbury Wispa Easter Egg from 2024

Wispa Easter egg

Cadbury's Wispa advert from 1985 with tagline bite it and believe it.

1985 advert

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