Cadbury, the No. 1 chocolate brand[1], is bringing back its Cadbury Dairy Milk Made to Share limited edition range for 2026. Tapping into Cadbury’s core value of generosity, the 2026 edition of Made to Share is building on the success of the 2025 campaign, with 12 new on-pack messages and a new consumer campaign that encourages sharing.
This year, an in-store competition* is being introduced to give shoppers the opportunity to win prizes that can be shared. Prizes can be won across six categories: cinema tickets, days out, football tickets, shopping experiences, holidays or subscriptions – all connected to the theme of the bar that that consumers pick up. To enter, shoppers have to purchase a Cadbury Dairy Milk Made to Share bar, scan a QR code on in-store POS and enter through the Made to Share website.
Shoppers can choose from a range of playful new designs such as Who Does The Laundry, Who Takes All The Pics or Who Spent Ages Looking For The Remote. All 12 designs are inspired by everyday acts of generosity, offering shoppers more ways to recognise those who go the extra mile.
Jessica Inzani, Brand Manager, Cadbury, at Mondelēz International, said: “Made to Share champions the value of generosity that sits at the heart of the Cadbury Dairy Milk brand. By celebrating those small, but meaningful gestures that bring us closer together, our redesigned bars offer a fun and thoughtful way for consumers to say thank you to those unsung heroes in families and friendship groups for their acts of generosity. For 2026, we’re introducing an exciting new competition offering shoppers the chance to win fantastic prizes to share with someone special. Activated in-store through QR-enabled POS, the promotion is designed to support our retail partners by driving footfall, strengthening engagement and boosting sales around key sharing moments.”
The Made to Share limited edition range is available from January across grocery and convenience retailers and will be on Cadbury Dairy Milk 180g and 95g PMP bars. The launch is being supported by an above-the-line campaign and in-store activations.
Cadbury Dairy Milk 180g – RRP: £3.34**
Cadbury Dairy Milk 95g PMP*** – RRP: £1.95**
** Prices are recommended only. Retailers are free to set their own prices
***Non-PMP pack available
[1] Nielsen IQ, Total Confectionery, Value Sales, 52 w/e 19.07.25
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