Cadbury is reuniting with BBC Children in Need for 2026, with a £150,000 donation and an on-pack promotion across selected sharing bags.
Cadbury Dairy Milk Caramel Nibbles and Cadbury Dairy Milk Buttons packs are being transformed into ‘Open Up and Share Bags’ as part of the campaign, which highlights the importance of children and young people having someone to listen to and support them.
The activity is backed by social media and PR throughout September, October and November and features personal insight from Ian Wright on the importance of opening up and sharing.
Cadbury is encouraging retailers to support the campaign in stores through relevant POS, donations, charity fun runs and other fundraising challenges.
The participating products are available in the following formats:
- 85g price-marked pack – £1.69 RSP
- 85g non-price-marked pack – £1.87 RSP
- 100g pack – £2.94 RSP
