Cadbury is reuniting with BBC Children in Need for another year of its partnership in 2026, following last year's £150,000 donation. The confectionery brand is once again running an on-pack promotion, transforming Cadbury Share Bags into Open Up and Share Bags across both Cadbury Dairy Milk Caramel Nibbles and Cadbury Dairy Milk Buttons.
£150,000 Donation to Support UK Children
Cadbury will donate £150,000 to BBC Children in Need to support projects funded by the charity that help improve the lives of children and young people in communities across the UK. This year's campaign is designed to highlight how every child needs someone by their side, especially when times are tough.
The campaign also features personal insight from footballer-turned-pundit Ian Wright, highlighting how important opening up and sharing has been to him.
Retailers Encouraged to Drive Generosity
As part of this nationwide call-to-arms, Cadbury recognises the vital role retailers – at the heart of local communities – can play in helping drive shoppers towards everyday moments of generosity. From using relevant point-of-sale materials to raise awareness and drive donations to charity fun runs or in-store challenges, retailers are always finding ways to get involved for good causes and make a meaningful difference to those in need.
Charlotte Docker, Cadbury brand manager for Bitesize and Buttons, said: “At Cadbury, generosity has always been part of who we are, and this partnership is a powerful way to help turn everyday treats into something that can make a real difference.
“By transforming our much-loved share bags into Open Up and Share Bags, we’re giving shoppers and retailers an accessible way to support BBC Children in Need and the incredible project workers helping children and young people across the UK.
“We’re proud to continue playing our part in helping every child find an adult who will listen, and hope the campaign inspires even more moments of kindness in communities nationwide.”
Campaign Support and Product Details
The campaign is supported by a below-the-line campaign across social media and PR throughout September, October and November. Cadbury Dairy Milk Caramel Nibbles and Cadbury Dairy Milk Buttons are available at a recommended retail price of £1.69 for an 85g price-marked pack, £1.87 for an 85g non-price-marked pack, and £2.94 for a 100g pack. Prices are recommended only, and retailers are free to set their own prices.
