Joseph Rowntree even described the growing market for milk chocolate as a fad. Rowntree's poor performance in the category became a major problem from 1914 onwards, as British public preference continued to move towards milk chocolate, and away from the more bitter cocoa essence products. Rowntree's two major rivals, Cadbury and Fry, merged in 1918, and although Rowntree was invited to participate in the merger, the company declined to do so.
Joseph Rowntree, who was critical of the rising popularity of milk chocolate, observed it as a fleeting trend.  Rowntree's declining sales in the milk chocolate category became a significant issue from 1914 onwards, as British consumers shifted their preference towards milk chocolate and away from more bitter cocoa-based products. Rowntree's rivals, Cadbury and Fry, merged in 1918, and although Rowntree was invited to join the merger, his company declined participation.