Spira was a milk chocolate product in the form of a hollow twisted spiral produced by Cadbury.
There were two spiral fingers in each pack, and the brand was initially only available in the south-west and north-west of England in the mid-1980s, before being rolled out across the country.
[1] The development of Spira can be traced back to 1984 and was born of two key factors: a new production process allowed chocolate to be produced in different shapes and textures without the need for moulds, and the company perceived a weakness in its product mix with too few ‘countline’ products and limited appeal to teenagers.
[2] Of three potential products taken forward from the concept stage, a twisted bar with cartwheel cross-section named ‘Rollers’ was deemed the most successful.
[2] Following a million-pound investment in plant at the Bournville factory, Cadbury first test-launched Spira in the Granada television region.