Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury was the brand leader in the United Kingdom. These were accompanied by several other products: Flake (1920), Cream-filled eggs (1923), Crunchie (1929) (Crunchie was originally launched under the Fry's name but later adopted by Cadbury's) and Roses (1938). By 1930 Cadbury had become the 24th largest British manufacturing company as measured by estimated market value of capital. Cadbury took direct control of the under-performing Fry in 1935. By 1936, Dairy Milk accounted for 60 percent of the UK milk chocolate market. Chocolate ceased to be a luxury product and became affordable to the working classes for the first time. By the mid-1930s, Cadbury estimated that 90 percent of the British population could afford to buy chocolate. During World War II, parts of the Bournville factory were turned over to war work, producing milling machines and seats for fighter aircraft. Workers ploughed football fields to plant crops. As chocolate was regarded as an essential food, it was placed under government supervision for the entire war. The wartime rationing of chocolate ended in 1950, and normal production resumed. Cadbury subsequently invested in new factories and had an increasing demand for their products. In 1952 the Moreton factory was built. In 1956, Cadbury began manufacturing in Bombay. In 1967 Cadbury acquired an Australian confectioner, MacRobertson's, beating a rival bid from Mars. As a result of the takeover, Cadbury built a 60 percent market share in the Australian market. The acquisition brought such brands as Freddo and Snack to the Cadbury roster. Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. Head of Schweppes, Lord Watkinson, became chairman, and Adrian Cadbury became deputy chairman and managing director. The benefits of the merger were to prove elusive. The merger put an end to Cadbury's close links to its Quaker founding family and its perceived social ethos by instilling a capitalist venture philosophy in management. The 1970s saw the development and launch of a number of chocolate bars: the Curly Wurly, the Double Decker and Caramel. 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.