Following the successful launch of Cadbury Wishes in time for last Christmas, the confectionery company is introducing a gift pack containing 14 mini Wishes.

Ten per cent of the profits from sales of the packs will go to the Make-A-Wish Foundation which aims to grant 1,200 wishes to children with life-threatening illnesses this year. The launch will be supported by a £1m marketing campaign including digital activity and print advertising. Recommended retail price is £3.99.

Also new are two character bags featuring Santa and Rudy the reindeer. The packs, which retail at £2.99, contain treat-size products.

Selection boxes for Christmas 2011 tie in with Cadbury’s status as the ’Official Treat Provider’ for London 2012. Packs feature Olympic logos and contain favourite countlines including Crunchie and Flake. Other London 2012-themed gifts include a collectable tin in the shape of a London bus, which contains Cadbury Heroes.

Simon Crowther, brand executive for traditional Christmas at the confectionery firm, says: "We’re helping families to join in the excitement and build-up to London 2012 with themed gifts to mark this once-in-a-lifetime event."

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