Yorkie (chocolate bar)

Yorkie is a chocolate bar made by Nestlé.[1] It was originally made by York-based company Rowntree's, hence the name.

Yorkie
Product typeChocolate bar
OwnerNestlé
CountryU.K.
Introduced1976 (1976)
Previous ownersRowntree's
Websitenestle.co.uk/yorkie

History

In 1976, Eric Nicoli of Rowntree's spotted a gap in the confectionery market for a "manly" chocolate bar, and so the company launched Yorkie as a chunkier competitor to Cadbury's Dairy Milk.[2] Production was at York and Norwich until 1994.[3]

The Yorkie bar has historically been marketed towards men. From the bar's launch until 1992, the "Yorkie bar trucker" was the famous "rough, tough star" of the brand's television adverts.[4] Another prominent ad from this period was a billboard at York railway station with the words "Welcome to" and a picture of a half unwrapped Yorkie bar. Thus the advert read "Welcome to York". Further text beneath said "Where the men are hunky and the chocolate's chunky".[5]

In 2002, the bar's relaunch campaign made this positioning more explicit, with the addition of a wrapper tagline reading "It's not for girls!", as well as associated £3m television and print advertisements that featured a variety of sexist slogans.[4][6] One of these campaigns provoked 97 complaints to the Advertising Standards Agency on grounds of sexism in its first year, but the ASA eventually ruled that these complaints were not justified.[7] However, an associated promotional campaign in which free sample bars were handed out exclusively to men was banned by Liverpool's and Birmingham's councils.[8] In 2006, a pink-wrapped special edition was released as an ironic play on the "not for girls" branding, with this edition marketed towards women.[9][10] In 2011, the 'It's Not for Girls!' slogan was dropped,[6][10] and standard Yorkie bars became available in 3 packs.

Aside from the original milk chocolate bar, several variants are available, including a "raisin and biscuit" flavour, "honeycomb" flavour, and Yorkie Ice Cream. A special version for use in Ministry of Defence ration packs was also produced, with its tagline reading It's not for civvies.[11]

Size changes

Yorkie bars were originally composed of six chunks of chocolate each marked Rowntree; they were wrapped in both foil and an outer paper wrapper and weighed 58 g (2.0 oz).[12][13] The wrapping was later switched to a single plastic foil wrapper. More recently, in an effort to reduce costs, the number of chunks has been reduced to five with "Yorkie" moulded into each chunk. The weight of the bar has decreased over the years. In 2002, Yorkie bars were 70 g (2.5 oz).[14] This had been reduced to 64.5 g (2.28 oz) by 2010, and was reduced further to 61 g (2.2 oz) in 2011 and then 55 g (1.9 oz) later that year. It was shrunk again in November 2014 to 46 g (1.6 oz). In January 2015, UK, Raisin & Biscuit Yorkies were 44 g (1.6 oz). Limited edition Yorkie Peanut was 43 g (1.5 oz). Yorkie King size bars have also reduced in size.[14]

Flavours
A Raisin & Biscuit Yorkie bar split
  • Original (milk chocolate)[15]
  • Raisin & Biscuit
  • Honeycomb[16]
  • Orange ('Limited Edition' launched on 10 May 2021)
  • Peanut (discontinued, relaunched as a 'Limited Edition' on 13 October 2014, now discontinued again.)
  • Almond (discontinued)
  • "The Nutter" (mixed nuts – discontinued)
  • Yorkie Blue Ice (crunchy mint flavoured chips – discontinued)[17]
  • Yorkie Hot Stuff Hot Rum (rum flavour Christmas limited edition)
  • Biscuit (biscuit made with Yorkie original chocolate)
  • Yorkie Pro (Protein chocolate with crispy pieces – protein: 24.7 g per 100 g / 10.5 g per serving)

Other information

Yorkie sponsored the Stealth roller coaster at Thorpe Park.[18]

See also

Further reading
  • Chrystal, Paul; Dickinson, Joe (2012), A History of Chocolate in York, Remember When, ISBN 978-1844681235

References
  1. "Yorkie". Nestlé. Archived from the original on 26 December 2012. Retrieved 25 December 2012.
  2. Berry, Steve; Norman, Phil (2014). A History of Sweets in 50 Wrappers. London: The Friday Project. p. 111. ISBN 9780007575480.
  3. "Yorkie 1977-1975, context" (PDF). yorkshirefilmarchive.com. Yorkshire Film Archive. Archived from the original (PDF) on 11 September 2016. Retrieved 13 April 2016.
  4. Day, Juila (27 March 2002). "Yorkie bans women". The Guardian. Archived from the original on 16 January 2022. Retrieved 25 December 2012.
  5. "Yorkie turns 40 - famous sign to be recreated in York". The Yorkshire Press. 2 February 2016. ISSN 1757-3289. Archived from the original on 23 December 2021. Retrieved 16 June 2021.
  6. Heilpern, Will (15 March 2016). "How Yorkie came to be the world's first openly sexist chocolate bar". Business Insider. New York City, NY, United States: Insider Inc. OCLC 1076392313. Archived from the original on 1 November 2016. Retrieved 28 July 2022.
  7. "ASA rejects Yorkie poster complaints". Marketing Week. London, England, UK: Centaur Media. 8 May 2003. ISSN 0141-9285. Archived from the original on 27 November 2020. Retrieved 28 May 2022.
  8. "Angry shopper attacks Yorkie woman". BBC News. London, England, UK. 20 April 2002. Archived from the original on 29 February 2008. Retrieved 1 February 2022.
  9. "Bids flood in on ebay as Yorkie for the girls proves a massive hit". The Yorkshire Press. 2 February 2005. ISSN 1757-3289. Archived from the original on 2 February 2022. Retrieved 1 February 2022.
  10. Waters, Lowenna (23 October 2018). "Would the Yorkie 'it's not for girls' slogan go down well in 2018? Here's what people think". Indy100. The Independent. Archived from the original on 20 March 2021. Retrieved 28 July 2022.
  11. "Interesting Facts and Info about Yorkie Chocolate Bars". allsweetsandtreats.com.au. All Sweets and Treats. 8 September 2016. Archived from the original on 20 March 2020. Retrieved 2 November 2018.
  12. Original Yorkie Advert (Television production). 3 May 2010 [First published circa 1976]. Archived from the original on 1 March 2014. Retrieved 5 November 2013 – via YouTube.
  13. "Yorkie image (Rowntree's)". ayrshirehistory.com. Archived from the original on 20 January 2013. Retrieved 1 October 2012.
  14. Webb, Nick (10 October 2010). "It may not be for girls, but Yorkie no longer man-sized". Irish Independent. Dublin, Ireland. ISSN 0021-1222. Archived from the original on 24 June 2018. Retrieved 13 April 2019.
  15. "Nestle Yorkie Original". Taquitos.net. Boston, Massachusetts, US. January 2005. Archived from the original on 3 September 2013. Retrieved 5 November 2013.
  16. "Nestle Yorkie Honeycomb". Taquitos.net. Boston, Massachusetts, US. February 2005. Archived from the original on 3 September 2013. Retrieved 5 November 2013.
  17. "Yorkie Blue Ice". Taquitos.net. Boston, Massachusetts, US. December 2005. Archived from the original on 29 November 2014. Retrieved 21 November 2014.
  18. "Case Studies | Merlin Sponsorship – Yorkie Stealth". merlinsponsorship.com. Archived from the original on 20 January 2013. Retrieved 25 December 2012.
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