2 November 2012 Last updated at 11:49

In pictures: Advertising from confectionery's golden age

1928 fancy box of chocolates with gilt edges, satin casket and dancing girl.

The number of traditional sweet shops has risen by 15% over the last year, in spite of overall falls in sales. A hungriness for nostalgia is driving the industry, experts say. Alex Hutchinson, archivist at the Nestle heritage centre, says these expensive boxes of chocolates from the 1920s were tantamount to a marriage proposal.

Rowntree's chocolate gift box with aluminium-gold cigarette case

In 1929 chocolate boxes were given as a special gift, like this Rowntree's chocolate gift box with an aluminium-gold cigarette case.

Even the Milky Bar had very glamorous beginnings during the golden age of confectionery.

"Don't be angry - have a piece of chocolate" was part of Aero's marketing campaign when it was the chocolate sensation of 1936.

Black Magic advertisement from the 1930s (Image courtesy of the Nestle heritage centre).

The original Black Magic chocolate box in 1933 was reasonably priced enough to give to a girl on a date without an engagement ring.

Advert for Rowntree's Chocolate Crisp, the forerunner of the Kit Kat (Image courtesy of the Nestle heritage centre)

This proto-Kit Kat was sold as a meal substitute for busy working people, actively celebrating the 320 calories in every block.

1940s advertisement for Rowntree's Chocolate Crisp (Image courtesy of the Nestle heritage centre)

The Chocolate Crisp (forerunner of the Kit Kat) was even used during World War II, giving wartime volunteers "two hours of endurance capacity".

1950s advertisement for Rowntree's Dairy Box (Image courtesy of the Nestle heritage centre)

Rowntree's Dairy Box was not as romantic as Black Magic, as this was the box of chocolates to give to say thank you.

1950s advertisement for Smarties (Image courtesy of the Nestle heritage centre.)

Originally called chocolate dragees, Smarties was a more palatable name for the Yorkshire-based Rowntree's firm, and remains a favourite today.

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In pictures: Advertising from confectionery's golden age

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