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Many of us will remember one of the early bars of milk chocolate, Fry's 5 Boys, which was launched in 1902 but to begin with was simply called Fry's Milk Chocolate.

To promote this bar, Fry's used an advertisement that had been popular since 1886, and some years later the chocolate became know as Fry's 5 Boys.

How many can remember the sequence of the boy's expressions?

Desperation, Pacification, Expectation, Acclamation, Realisation - it's Fry's.


By the 1960s the brand was in decline as more and more chocolate temptations arrived, and in 1970 Fry's revamped the wrapper, but to no avail and soon after it was withdrawn. What a pity.

Discover the fascinating history of consumer culture from Victorian times to the present day at the Museum of Brands.

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