Mondelez International is giving shoppers the chance to invent the next Cadbury Dairy Milk flavour as part of a new campaign.

Shoppers are encouraged to go online where they can choose three ingredients from a selection of 90, such as caramel, brownie, popping candy, chilli, orange and mustard, to add to a bar.

Three flavours will be selected by a judging panel and will launch as limited-edition varieties next year. Consumers will then be able to vote on their favourite and the winning variety will become part of the brand’s core range.

Benazir Barlet-Batada, Cadbury brand equity lead at Mondelez International, said: “We’ve seen other brands run similar flavour campaigns. We know these promotions really work and get customers involved.”

Running with the strapline ‘go madbury for cadbury’, the campaign will be backed by TV, video-on-demand and cinema advertising, as well as a digital campaign that will be seen more than six times by 78% of adults. It will also be promoted on packs of Cadbury Dairy Milk.