Yorkie (chocolate bar)
Encyclopedia
Yorkie is a chocolate bar made by Nestlé
. It was originally branded by Rowntree's
of York
, hence the name.
In 1976, Eric Nicoli
spotted a gap in the confectionery market and used the cheap cocoa from Rowntree's favourable futures market position to launch Yorkie. Production was at York and Norwich
(until 1994).
The Yorkie bar, a chunkier alternative to Cadbury's Dairy Milk, was aimed at men. In the 1980s for example, toy lorries with the Yorkie bar logo were manufactured by Corgi, and television advertisements for the Yorkie bar featured truck drivers. In 2001, the advertisement campaign made this more explicit with the slogan and wrapper tagline It's not for girls, which caused controversy. Nestlé also received complaints about this campaign from Norwegian and UK people, who found it sexist and distasteful. Special versions for use in Ministry of Defence
ration packs read It's not for civvies
. In 2006 a special edition that was for girls was sold, wrapped in pink. Aside from the original milk chocolate bar, several variants are available, such as "raisin and biscuit" flavour, "honeycomb" flavour, and Yorkie Ice Cream.
For a time, trains arriving at York railway station
would pass a billboard which read "Welcome to" and then a picture of a Yorkie bar, with the end bitten off, so it read "Welcome to York" (and beneath it, the slogan "Where the men are hunky and the chocolate's chunky").
Yorkie was originally composed of seven chunks of chocolate, which was reduced in the 1990s to six with each chunk featuring one letter from the Yorkie name. At the same time, the packaging was changed from the original foil wrapping with paper surround to the current style, which projects at the ends giving it the appearance of being the same length as the original on the shelf. More recently, in an effort to further reduce cost, the number of chunks has been reduced to five, with "Yorkie" written in full on each chunk.
In 2002, Yorkie bars were 70 grammes. This had been reduced to 64.5 grammes by 2010, and was reduced further to 61 grammes in 2011. Yorkie King size bars have also reduced in size.
at Thorpe Park
.
The title to the Pet Shop Boys
song "The Truck Driver And His Mate" - b-side to the single Before (song)
- was inspired by the Yorkie Bar's catchphrase.
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...
. It was originally branded by Rowntree's
Rowntree's
Rowntree's was a confectionery business based in York, England. It is now a historic brand owned by Nestlé, used to market a range of fruit gums and pastilles formerly owned by Rowntree's. Following a merger with John Mackintosh & Co., the Company became known as Rowntree Mackintosh, was listed on...
of York
York
York is a walled city, situated at the confluence of the Rivers Ouse and Foss in North Yorkshire, England. The city has a rich heritage and has provided the backdrop to major political events throughout much of its two millennia of existence...
, hence the name.
History
Eric Nicoli
Eric Luciano Nicoli, CBE was CEO of EMI Group plc between January 12, 2007 and August 2007, having previously been Executive Chairman of the group since July 1999....
spotted a gap in the confectionery market and used the cheap cocoa from Rowntree's favourable futures market position to launch Yorkie. Production was at York and Norwich
Norwich
Norwich is a city in England. It is the regional administrative centre and county town of Norfolk. During the 11th century, Norwich was the largest city in England after London, and one of the most important places in the kingdom...
(until 1994).
The Yorkie bar, a chunkier alternative to Cadbury's Dairy Milk, was aimed at men. In the 1980s for example, toy lorries with the Yorkie bar logo were manufactured by Corgi, and television advertisements for the Yorkie bar featured truck drivers. In 2001, the advertisement campaign made this more explicit with the slogan and wrapper tagline It's not for girls, which caused controversy. Nestlé also received complaints about this campaign from Norwegian and UK people, who found it sexist and distasteful. Special versions for use in Ministry of Defence
Ministry of Defence (United Kingdom)
The Ministry of Defence is the United Kingdom government department responsible for implementation of government defence policy and is the headquarters of the British Armed Forces....
ration packs read It's not for civvies
Civilian
A civilian under international humanitarian law is a person who is not a member of his or her country's armed forces or other militia. Civilians are distinct from combatants. They are afforded a degree of legal protection from the effects of war and military occupation...
. In 2006 a special edition that was for girls was sold, wrapped in pink. Aside from the original milk chocolate bar, several variants are available, such as "raisin and biscuit" flavour, "honeycomb" flavour, and Yorkie Ice Cream.
For a time, trains arriving at York railway station
York railway station
York railway station is a main-line railway station in the city of York, England. It lies on the East Coast Main Line north of London's King's Cross station towards Edinburgh's Waverley Station...
would pass a billboard which read "Welcome to" and then a picture of a Yorkie bar, with the end bitten off, so it read "Welcome to York" (and beneath it, the slogan "Where the men are hunky and the chocolate's chunky").
Yorkie was originally composed of seven chunks of chocolate, which was reduced in the 1990s to six with each chunk featuring one letter from the Yorkie name. At the same time, the packaging was changed from the original foil wrapping with paper surround to the current style, which projects at the ends giving it the appearance of being the same length as the original on the shelf. More recently, in an effort to further reduce cost, the number of chunks has been reduced to five, with "Yorkie" written in full on each chunk.
In 2002, Yorkie bars were 70 grammes. This had been reduced to 64.5 grammes by 2010, and was reduced further to 61 grammes in 2011. Yorkie King size bars have also reduced in size.
Flavours
- Original
- Raisin & Biscuit
- Honeycomb
- White
- Dark chocolate
- Peanut (discontinued)
- Almond
Other information
Yorkie sponsors StealthStealth (roller coaster)
Stealth is a steel roller coaster built by Intamin of Switzerland. The coaster is located in the Amity Cove area of Thorpe Park in Surrey, England, UK and opened in 2006. The ride reaches a maximum height of 62.5 m...
at Thorpe Park
Thorpe Park
Thorpe Park is a theme park located in Chertsey, Surrey, England, UK. It was built in 1979 on the site of a gravel pit which was partially flooded, the intention of creating a water based theme for the park. The park's first large roller coaster, Colossus, was added in 2002...
.
The title to the Pet Shop Boys
Pet Shop Boys
Pet Shop Boys are an English electronic dance music duo, consisting of Neil Tennant, who provides main vocals, keyboards and occasional guitar, and Chris Lowe on keyboards....
song "The Truck Driver And His Mate" - b-side to the single Before (song)
Before (song)
"Before" is a single by UK electronic music group Pet Shop Boys released as the first single from the group's 1996 album Bilingual. The single, upon its release, peaked at #7 on the UK Singles Chart. In the US, it reached #1 on the U.S. Hot Dance Club Play and reached #7 on the US Bubbling Under...
- was inspired by the Yorkie Bar's catchphrase.