Packaging
UK FIRST AS CADBURY DAIRY MILK TAKES FAIRTRADE FURTHER INTO MAINSTREAM
Wednesday 22. July 2009 - New Fairtrade Cadbury Dairy Milk bars roll off the production line for the first time. Due in shops within days.
Consumers gain access to Fairtrade chocolate from nearly 30,000 outlets from supermarkets to independent retailers, convenience stores and garage forecourts
New generation of Fairtrade consumers created from fans of Cadbury Dairy Milk, the UKs most popular chocolate bar
Cadbury commitment triples volumes of Fairtrade cocoa from Ghana, opening up new opportunities for thousands of growers
Cadbury Dairy Milk launched its new Fairtrade-certified chocolate bars today, becoming the first mass market chocolate to gain certification from the Fairtrade Foundation. The independent FAIRTRADE Mark appears prominently on the new packaging, and will bring the logo into millions more homes in the UK for the first time.
The Fairtrade Cadbury Dairy Milk bars coming off the line today demonstrates the ongoing commitment by both Cadbury and the Fairtrade Foundation to secure the economic, social and environmental sustainability of cocoa farming communities in Ghana. It builds upon the work of the groundbreaking Cadbury Cocoa Partnership (CCP), which was launched in 2008.
Cadbury has committed to offering the new Fairtrade bar at no extra cost, and with no change to the taste. Research carried out by the Fairtrade Foundation* revealed that the two biggest barriers to increased purchase of Fairtrade products in the UK are lack of availability or visibility in-store and perceptions of price.
Trevor Bond, MD of Cadbury Britain and Ireland, says, “Having announced our intention to achieve Fairtrade certification for our flagship brand, Cadbury Dairy Milk, only a few months ago, it is exciting that these bars are now rolling off the production lines in Bournville. This creates a tipping point for Fairtrade with Fairtrade Cadbury Dairy Milk bars available to all, with the same great taste and at no extra cost. Ive seen the new bars and I feel enormous pride that we are the first mainstream confectionery product in the UK to display the FAIRTRADE Mark.
Fairtrade Cadbury Dairy Milk is the start of a new dawn for Fairtrade and for Cadbury. We will continue to work together to explore what else is possible with other brands and in other markets.”
Harriet Lamb, Executive Director of the Fairtrade Foundation, says, “This is a real milestone for Fairtrade and for cocoa growers in Ghana. Cadbury Dairy Milk will create a step change in awareness of Fairtrade here in the UK, whilst in Ghana, it could potentially transform the lives and opportunities for thousands of people in cocoa growing communities. From today, lovers of Cadbury Dairy Milk will be able to make their purchase in the knowledge that they are supporting a brighter future for very small scale cocoa farmers, their families and their villages.”
In a matter of months, Cadbury has moved from announcing its plans for Fairtrade certification, to manufacturing Fairtrade chocolate. Realising this commitment will accelerate Fairtrade into the mainstream, whilst tripling the amount of cocoa sold under Fairtrade terms in Ghana from approximately 5,000 to 15,000 tonnes.
Cadbury Dairy Milk Fairtrade is part of Cadburys broader commitment to develop a sustainable business strategy to empower farmers to invest in their land and their communities. Through the Cadbury Cocoa Partnership (CCP), Cadbury is investing £45 million over the next ten years to secure sustainable cocoa farming in Ghana, India, Indonesia and the Caribbean where the cocoa farming industry is facing increasing challenges. So far, the CCPs partnership model with charities and NGOs on the ground in Ghana has achieved the following:
A Ghana board has been set up with power to make CCP decisions there and includes partners at grass roots level who know and understand their communities needs
Through grass roots partnerships with Care, VSO and World Vision, the Cadbury Cocoa Partnership is now active in 100 Ghanaian communities
Last year alone, Cadbury built a well a day in Ghanaian communities – 365 wells which help families and children spend time on education and health programmes instead of digging for water
Cadbury estimate that by 2018, through todays announcements and the CCP, it will have made a demonstrable difference to the lives of around half a million farmers in Cadburys cocoa markets.
The new packaging for the Fairtrade Cadbury Dairy Milk bars will also contain the London 2012 Olympics logo, to reflect Cadburys sponsorship of the Games.
* Nationally representative sample of 2039 adults, 16+ interviewed by TNS Omnimas/Fairtrade Foundation, April 2009