Bay of Plenty residents are being encouraged to push their diets aside and treat themselves today for World Chocolate Day.

Cadbury are celebrating this event by inspiring Kiwis to branch out and try something different from their standard go-to chocolate treat.

The company has found that Bay of Plenty, Coromandel and Tauranga residents' favourites are the classic Cadbury Dairy Milk chocolate, Black Forest and Caramello, but Energy is a forgotten favourite.

'Cadbury Dairy Milk is a firm favourite across New Zealand, but we're encouraging people to push the boat out and try something different this World Chocolate Day,” says Cadbury New Zealand country manager James Kane.

'It's always easy to go back to an old favourite flavour. You know exactly what you're going to get, but you also don't know what you might be missing out on. What better time than World Chocolate Day to encourage New Zealand to be ‘flavour braver' and try something new.”

To encourage this movement of change

Cadbury has set up a travelling chocolate factory called Cadbury's Flavour Wheel, which will move around the North Island between July and August.