The story reads like an April Fool prank, albeit not a great one. But last time we checked, it was September.

Cadbury is replacing the ‘glass and a half’ milk claim from the packaging of Dairy Milk with the marginally less evocative legend: “The equivalent of 426ml of fresh liquid milk in every 227g of milk chocolate”. Catchy, huh?

Before the indignant spluttering begins about Kraft’s meddling marketing men, consider that Cadbury says the decision was made in 2007 and is “regulatory” in nature.

A spokesman pointed out that the phrase “didn’t make sense” for varying bar sizes and insists the slogan will still be used for advertising. (Presumably Glass and a Half Full Productions won’t become 426ml per 227g Productions.)

But what are these regulations? Trading Standards is the obvious first port of call and was, initially, fingered by Cadbury as being responsible. But the agency denies any part in the shift and Cadbury has since changed its tune.

So instead we look to the Continent. Certainly this echoes The Grocer’s recent revelations about the EU plotting a ban on selling eggs by the dozen.

It seems unthinkable Kraft would want to stir up lingering hostility over its takeover by tinkering needlessly with its untouchable favourite. Publicity like this is the last thing Nick Bunker would want. Surely, therefore, it’s just bad luck for Kraft that it’s had to implement such an emblematic change so soon into the new regime.

Even so, the proverbial glass will be looking a little emptier than it did when the deal was signed.

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