Cadbury is marking 100 years since the end of the First World War by releasing a limited-edition Cadbury Dairy Milk Remembrance Bar in partnership with the Royal British Legion.
The 360g bar bears the same wrapper design as Cadbury Dairy Milk sold during the war but adorned with poppies, which became a symbol of remembrance after the First World War. From every bar sold, 30p will be donated to the Legion, supporting the British Armed Forces, veterans and their families. In addition to this financial contribution, Cadbury is supporting the Legion through a year-round calendar of fundraising events and activities.
Cadbury is also supporting the Legion’s Thank You movement. The campaign aims to thank all who served, sacrificed and changed our world during the First World War. Cadbury will be sharing the remarkable stories of the First World War generation – including those of the Cadbury workforce who supported the war effort on the battlefield and the home front. This included the ‘Cadbury Angels’, women who took up roles within the business during war time and sent almost 30,000 care packages to men serving on the frontline, according to Beth Cameron, Cadbury’s brand manager. She said that while more than 2,000 Cadbury employees joined the armed forces, many others provided critical care for injured soldiers through the Friends Ambulance Unit, established by Laurence Cadbury; with many of the wounded being brought back to Bournville where Cadbury properties were converted to hospitals. Cameron said: “Through our Remembrance Bar and partnership with the Royal British Legion, we are saying ‘Thank You’ to all who served, sacrificed, and changed our world during the First World War. The remarkable stories of the Cadbury workforce 100 years ago have shaped the business we are today and are particularly important for us to remember at the centenary of the end of WWI.”
Catherine Davies, Head of Remembrance at the Royal British Legion said: “It is right and fitting that Cadbury is a Thank You partner given its proud history dating back to the First World War. Cadbury made a great contribution to the First World War by sending morale boosting gift packages to soldiers on the front line and converting Cadbury buildings to hospitals for the injured back home. We are grateful to Cadbury for continuing its long standing support for our Armed Forces community and donating to the Legion through the sale of this special chocolate bar.”