Australia's most popular chocolate brand will celebrate the 100^th anniversary of the opening of its factory in Tasmania in 2022.

RMIT professor and marketing historian Robert Crawford is writing a book on the history of the brand and its marketing in Australia to celebrate the occasion.

He would like to hear Australians' stories about their personal connections to Cadbury and just what it means to them.

While its Tasmania manufacturing plant opened in 1902, the English brand's presence in Australia actually dates back to the 19^th century.

"Brands have quite a short shelf life in most cases, but Cadbury has been on the shelves in Australia since the 1860s," Robert said.

He's interested in learning about the secret of the brand's enduring appeal.

While eating chocolate is very common these days, it used to be reserved for special occasions. Robert wants to know when people ate it in past eras and why.

"I'm hoping some of your readers will share their recollections of eating Cadbury so I can understand the relationship between Australians and the brand.

He wants his Cadbury story to be "a people's history".

"Most of my research so far has been on the 19^th and early 20^th century. I feel consumers have an important contribution to make from the 1950s onwards and maybe even earlier."

Sweet tooth

Robert has fond memories of the powerful aroma when he visited the Tasmanian factory on a family holiday at around age 10.

But it is only through research for this project that he has started to acquire his own taste for Cadbury chocolate.

"I don't have the sweetest of tooths, but my tooth is becoming sweeter as the project comes along," he said.

The Cadbury Crunchie block is his personal favourite.

To share your Cadbury story call (03) 9925-1499, or email robert.crawford@rmit.edu.au