Cadbury is bringing back its Cadbury Dairy Milk Made to Share limited-edition range for 2026, introducing fresh on-pack messaging and a new consumer campaign designed to encourage sharing occasions across grocery and convenience.
The seasonal range launches from January and will feature 12 new on-pack messages across Cadbury Dairy Milk 180g tablets and 95g price-marked packs (PMPs). Mondelēz said the designs are inspired by everyday acts of generosity, giving shoppers a light-hearted way to recognise the “unsung heroes” among family and friends.
Messages include playful lines such as Who Does The Laundry, Who Takes All The Pics and Who Spent Ages Looking For The Remote.
Alongside the packaging refresh, Cadbury is rolling out a new in-store competition aimed at driving impulse sales and boosting shopper engagement. Consumers who buy a Made to Share bar can scan a QR code via in-store POS and enter through the Made to Share website for a chance to win shareable prizes.
Prizes will be available across six categories: cinema tickets, days out, football tickets, shopping experiences, holidays and subscriptions. Mondelēz said the prize category will link to the theme of the bar the shopper selects.
Jessica Inzani, brand manager for Cadbury at Mondelēz International, said the promotion is intended to build on the previous year’s performance.
“Made to Share champions the value of generosity that sits at the heart of the Cadbury Dairy Milk brand,” she said. “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 relaunch will be supported by an above-the-line campaign and in-store activations.