Moro
Moro is a Cadbury chocolate-bar brand built around a chocolate-coated caramel and nougat centre, with regional recipes and names across several markets.
Last updated August 24, 2026
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Overview
Moro is a chocolate-bar brand associated with Cadbury. Its core format is a chocolate-coated bar containing caramel and a whipped or layered nougat centre. Depending on the market and period, Moro has also included biscuit, peanuts, hazelnuts, coconut, raisins, or an ice-cream-style filling. The product is broadly comparable with Mars-style chocolate bars and, in some formulations, with the American-style Milky Way bar. The brand has had particularly strong associations with New Zealand and Ireland, although its products and variants have also been made or distributed in Australia, the Middle East, Egypt, Pakistan, and nearby markets. In New Zealand, the standard bar traditionally uses a black wrapper with yellow Moro lettering and the slogan “Get more go.” Its positioning emphasizes energy, indulgence, and a substantial filling. The bar became a culturally recognizable New Zealand confectionery product and has been described as Cadbury’s best-selling bar in that market. A deep-fried Moro is also offered by some New Zealand fish-and-chip shops as an alternative to the better-known deep-fried Mars bar. The Irish version historically combined nougat, biscuit, and caramel under a chocolate coating. Ireland also saw several extensions: Moro Peanut launched in 2006 with a reference to the former Starbar identity, while Coconut Moro appeared as a limited edition in 2007. In 2014, a GAA-themed special edition was released through a sponsorship arrangement involving GAA partners. The Irish Moro name was retired in 2015 and the product was rebranded as Boost. In the United Kingdom, the related Irish-style product is sold as Boost, while the peanut counterpart is associated with Starbar. New Zealand has used several distinct Moro products. The standard bar contains whipped nougat and caramel; Moro Double Nut adds peanuts and hazelnuts; and Moro Gold is closer to the biscuit-and-caramel style associated with the former Irish product and Cadbury’s Boost line. Moro Gold has had limited availability in Australia and has also appeared among miniature bars in Cadbury Favourites assortments. Manufacturing has changed over time. In November 2009, Cadbury New Zealand announced that production of Moro and several other bars would move from its Dunedin factory to Australia. The Dunedin site was subsequently focused on boxed confectionery and later underwent a major upgrade. The factory closed entirely in 2018, after which production moved overseas, predominantly to Australia. Moro is also produced in Egypt and Pakistan for distribution in adjacent markets, where advertising has used the “Recharge your energy” message. The brand remains active, but its recipe, name, packaging, and availability vary substantially by market.
History
Moro is a Cadbury chocolate-bar brand whose identity has developed differently in individual markets. The common concept is a chocolate-coated centre combining caramel with nougat or whipped nougat. Some regional versions have added biscuit, nuts, coconut, or other ingredients, making the word Moro refer to a family of related bars rather than one globally uniform recipe. In Ireland, Moro was sold as a blue-wrapped bar containing nougat, biscuit, and caramel beneath a chocolate coating. The Irish range was extended with Moro Peanut in May 2006. Its packaging highlighted that the product had formerly been associated with Starbar. In summer 2007, Cadbury introduced Coconut Moro as a limited edition, a product informally linked by consumers to Bounty because of its coconut profile. A GAA special edition followed in 2014 through a commercial arrangement involving GAA sponsors. The Irish Moro identity was discontinued in 2015, when the bar was rebranded as Boost. The related product is also sold in the United Kingdom under the Boost name, while the peanut format is marketed as Starbar. New Zealand became one of Moro’s strongest markets and developed a distinct product identity. The New Zealand standard bar uses a dark wrapper with yellow lettering and contains whipped nougat and caramel covered in chocolate. Its “Get more go” slogan presents the bar as an energy-giving snack. Moro became closely associated with New Zealand confectionery culture and was described as Cadbury’s leading bar in the country. The product has also been adapted into a local food-service novelty: some fish-and-chip shops deep-fry Moro bars, echoing the practice of deep-frying Mars bars. The New Zealand portfolio has included Moro Double Nut, with peanuts and hazelnuts, and Moro Gold, whose biscuit-and-caramel character is closer to the Irish-style Moro and Boost. Moro Gold has been available in New Zealand and in a limited number of Australian outlets, and Moro pieces have appeared in Cadbury Favourites miniature assortments. The products sold in Australasia therefore do not always match the former Irish recipe. Moro’s manufacturing history reflects broader Cadbury production consolidation. In November 2009, Cadbury New Zealand announced that Moro production would be moved from Dunedin to Australia. The change affected other confectionery products made at the site and contributed to the factory’s transition toward boxed products. Although the Dunedin facility received a substantial upgrade, it closed in 2018, after which production was transferred overseas, mainly to Australia. The brand has also been produced in Egypt and Pakistan and distributed in neighboring markets. Advertising in those regions has used the “Recharge your energy” positioning. Historical experimental or limited variants include Energy Moro, described as a dark-chocolate bar with raisins, and Ice Cream Moro, which replaced the nougat filling with an ice-cream-style centre; both are associated with 1990. Moro remains an active regional brand, but its commercial importance, formula, wrapper, and name differ by country.
- 2018
Dunedin Cadbury factory closes
[1]The Dunedin factory shut down, completing the relocation of Moro manufacturing away from New Zealand.
- 2015
Irish Moro rebranded as Boost
[1]Cadbury retired the Moro name in Ireland and replaced it with the Boost identity.
- 2014
GAA special edition released in Ireland
[1]A Moro special edition linked the brand with Gaelic Athletic Association sponsorship activity.
- 2009
New Zealand production moves to Australia
[1]Cadbury New Zealand announced that Moro production would no longer take place at the Dunedin factory and would instead be transferred to Australia.
- 2007
Coconut Moro released as a limited edition
[1]A coconut-flavored limited edition was launched in Ireland and became informally associated with the Bounty bar because of its ingredients and flavor profile.
- 2006
Moro Peanut launches in Ireland
[1]Moro Peanut was introduced in Ireland with packaging that referenced the product’s former Starbar identity.
- 1990
Historical Energy Moro and Ice Cream Moro variants
[1]Two historical variations are recorded: Energy Moro, featuring dark chocolate and raisins, and Ice Cream Moro, using an ice-cream-style filling instead of nougat.
Products and positioning
An energy-oriented, indulgent chocolate bar with a substantial caramel-and-nougat centre, adapted through regional recipes and limited editions.
Chocolate bar
Moro
The core Moro product is a chocolate-coated bar with caramel and nougat or whipped nougat at its centre. The New Zealand version is associated with a black wrapper, yellow lettering, and the “Get more go” slogan. Recipes and packaging vary by market.
Nut chocolate bar
Moro Double Nut
A New Zealand variant containing peanuts and hazelnuts in addition to the chocolate, caramel, and nougat format. It extends Moro’s energy-bar positioning with a more pronounced nut profile.
Biscuit chocolate bar
Moro Gold
Moro Gold is a New Zealand-associated product with a profile closer to the former Irish Moro: chocolate coating around caramel, nougat, and biscuit-style components. It has also had limited availability in Australia.
Peanut chocolate bar · 2006
Moro Peanut
Introduced in Ireland in 2006, Moro Peanut added a peanut component and carried prominent packaging language explaining its connection with the former Starbar name.
Coconut chocolate bar · 2007
Coconut Moro
A limited-edition Irish product released in 2007 with coconut in the filling. Consumers informally compared it with Bounty because of its coconut flavor and white packaging.
Fruit chocolate bar · 1990
Energy Moro
A historical 1990 variation described as dark chocolate containing raisins. It is not identified as a current product.
Ice-cream-style chocolate bar · 1990
Ice Cream Moro
A historical 1990 variation that replaced the usual nougat-style filling with an ice-cream-style centre.
Marketing campaigns
- 2014Moro GAA special edition
Ireland
Moro released a GAA-themed special edition through a commercial arrangement involving two GAA sponsors, connecting the bar with Gaelic games culture.
Outcome. The edition was a special-market activation; the Irish Moro brand was subsequently replaced by Boost in 2015.
Brand decisions
2018
Closure of the Dunedin Cadbury factoryStrategyBackground
After production had already been consolidated away from New Zealand, the Dunedin Cadbury facility was closed.
Action taken
The remaining manufacturing operation was shut and Moro production continued from overseas facilities.
Aftermath
Moro was no longer produced at the Dunedin site, with Australia identified as the predominant overseas manufacturing location.
2015
Irish Moro brand replaced by BoostStrategyBackground
The Irish Moro product was part of a regional brand architecture that differed from the Moro identity used in New Zealand and other markets.
Action taken
Cadbury retired the Moro name in Ireland and rebranded the product as Boost.
Aftermath
Moro continued in other markets, while the Irish-style product was sold under Boost in Ireland and the United Kingdom.
2009
Transfer of New Zealand Moro manufacturing to AustraliaStrategyBackground
Cadbury New Zealand was restructuring production at the Dunedin site and announced that Moro and other bar products would no longer be manufactured there.
Action taken
Moro production was moved from Dunedin to Australia, while the New Zealand factory was redirected toward boxed confectionery before eventually closing.
Aftermath
New Zealand lost local Moro bar production, and manufacturing later shifted overseas, predominantly to Australia.
Recent events
- 2018
Cadbury Dunedin factory closes[1]
Other
The Dunedin Cadbury factory closed, ending local production of products including Moro and shifting manufacturing overseas, predominantly to Australia.
- 2015
Moro brand retired in Ireland and replaced by Boost[1]
Product generation
The Irish Moro name was withdrawn and the product was rebranded as Boost.
- 2009
Cadbury announces transfer of Moro production from Dunedin to Australia[1]
Other
Cadbury New Zealand announced that Moro production would leave the Dunedin factory and move to Australia as part of a broader manufacturing restructuring.
Sources1 sources
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