Why we're loving: Patrick McBride, Milk Tray Man

Last week, Cadbury unveiled McBride, a firefighter from Liverpool, as the new Milk Tray Man. He beat 20,000 people to the role after a competition that kicked off in October 2015.

Cadbury's new Milk Tray Man on taking the 'iconic role'

Why did you apply to be the Milk Tray Man? My wife actually nominated me and, although I wasn’t sure at first, she can be very persuasive when she wants to be! I’m glad she did, though, because look where I am now.

How do you feel about taking on this role? To be the one selected out of more than 20,000 people is amazing and I’m incredibly honoured to have been chosen. I still have to pinch myself on a daily basis to ensure I’m not dreaming and this is really happening to me! It’s very exciting to be taking on this iconic role and I can’t wait to show people the next chapter in the Milk Tray Man story.

How do you think the role of men has changed since the original ads? Past Milk Tray Men have been known for being icons of adventure and heroism. This hasn’t disappeared but, as the modern-day Milk Tray Man, I want to add a new layer by also showing that I have a caring side too. We are in 2016 and the Milk Tray Man is evolving.

How did you impress the judges? After the initial application phase, I was invited back for a casting day along with about 30 or so other people. We had to sit through an interview and then deliver a box of Cadbury Milk Tray in any way we wanted – of course, I had my firefighter uniform to hand! I was then called back for a full screen test along with what I believe to be about seven other finalists, and it was after this that the decision was made.

Do you like wearing black polo necks? Yes, I love black polo necks – I think they are making a comeback. It’s such an iconic look and I just don’t think the Milk Tray Man would be the same without it.

What’s the most romantic thing you have done? I’m actually more about the small gestures to show that I care. I think that’s more important than really grand displays of affection and, hopefully, my wife would agree. I’ve taken my family for a nice picnic in the park before – they loved that – and I try to cook my wife a special dinner once a week just to show that thoughtful side. 

Which is your favourite Milk Tray chocolate? It’s a really tough choice because I’ve grown up with Milk Tray and I really love the variety. Hazelnut swirl has to be my absolute favourite, though.