 After a landmark advertising campaign, the sales of Flake quadrupled.However the launch of the Rowntree Yorkie chocolate bar in the UK in 1976 seriously dented the sales of Dairy Milk, and Cadbury's UK market share declined to 20 percent.In order to counter a declining market share, Cadbury reduced its number of lines from 78 to 33, and installed state-of-the-art technology at the Bourneville plant.