Mondelēz International’s much-loved consumer promotion ‘Win the Captain’ is back across Cadbury chocolate, Cadbury biscuits, Maynards Bassetts and Trebor products– but this year, bigger and better than ever before!  

Kicking off on 28th April and running until 28th July, this year’s promotion will see more famous faces joining the Cadbury FC Captain line-up. The competition offers shoppers the chance to win thousands of impressive prizes including more once-in-a-lifetime opportunities to meet some of the UK’s most sought-after professional footballers. Legendary national and club captains Steph Houghton and Hugo Lloris join returning footballing icons Harry Kane and Virgil Van Dijk in this year’s promotional line-up.

For a chance to win, consumers can purchase any participating Cadbury chocolate, Cadbury biscuits, Maynards Bassetts or Trebor treat, visit the website and enter the barcode and batch code visible on the pack. This year shoppers could win 1 of 21 epic Captain experiences! Plus, there are thousands of additional prizes up for grabs, including Sky TY packages and Love2Shop vouchers too.

Nancy Galvin, Brand Manager for Cadbury Dairy Milk at Mondelēz International, explained: “Last year’s promotion helped drive sales across all categories– so we knew we had to bring ‘Win the Captain’ back in 2021 to help boost sales for our retail partners. This year we wanted to go BIG – which is why we’ve introduced new famous faces and a host of new prizes. We’re really looking forward to seeing just how bold retailers go this year – we’d encourage them to make the most of this iconic promotion in their stores.

“In uncertain times consumers look for reassurance and brands they know and love and with a summer of sport ahead of us, this year’s promotion from Cadbury, Maynards Bassetts and Trebor is set to be ever bigger and better.”

Harry Kane said: “I am delighted to re-join Cadbury FC, this time alongside Steph, Hugo and Virgil for what promises to be another great Win the Captain campaign. Can’t wait to meet some more of the lucky winners!”

The competition will be supported with a significant marketing campaign including PoS material, digital and social media support. What’s more, two of these iconic brands have recently unveiled redesigned packaging to help the products stand out to consumers on shelf. Cadbury Dairy Milk has unveiled a new visual identity with a fresh, more modern look that reflects the progressive vision of the brand’s founder, John Cadbury. Maynards Bassetts has also unveiled a fresh design which celebrates its longstanding heritage in an eye-catching and engaging way.

Retailers can find out more about the ‘Win the Captain’ promotion and category information to help drive sales across confectionery and biscuits at

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