Cadbury is continuing its long-term partnership with Merlin Entertainments to bring back the Who Will You Take? on-pack promotion. The partnership leans into moments of fun, humour and heartfelt generosity, reflecting the spirit of Cadbury, while supporting retailers with an engaging promotion designed to drive footfall to stores.
Shoppers can unlock discounted entry to some of the UK’s most popular attractions, making it easier for families to spend quality time together and create lasting memories. Running from 1 April 2026 to 30 June 2027, the promotion gives consumers 10-50 per cent off up to four tickets* at selected Merlin Entertainments UK attractions.
From thrilling days out at Alton Towers Resort to family-friendly experiences such as The London Eye, SEA LIFE and Madame Tussauds London, as well as Cadbury World and many more, there’s an attraction for everyone.
The promotion will be featured on pack across a range of Cadbury’s chocolate and biscuit multipacks, including bestsellers such as Cadbury Dairy Milk Freddo 4-pack and Cadbury Mini Animals, as well as selection boxes and seasonal biscuits. All shoppers need to do is visit www.fun.cadbury.co.uk, enter the barcode and batch code from their purchased promotional pack to receive a discount code to book tickets for their chosen attraction.
“We’re proud to be bringing this partnership with Merlin Entertainments back for 2026, giving families more opportunities to spend quality time together and make memories at some of the UK’s most loved attractions,” said Eloise Lake, Junior Brand Manager “Who Will You Take? taps into the joy of sharing experiences with others, reflecting Cadbury’s spirit of generosity.”
The promotion with Merlin Entertainments will be bolstered by an impactful media campaign across digital and social, as well as in-store support and point of sale materials to make the partnership unmissable to shoppers.
*Terms & Conditions
UK 18+. *This offer gives 10-50% off on up to 4 Online Advance priced entry tickets, from 1 April 2026 until 30 June 2027 at selected Merlin Entertainments UK Attractions. Discount percentage depends on attraction and day type chosen (super off peak, off peak, peak, super peak), from a minimum of 10% in super peak, up to a maximum of 50% on select super off-peak dates. Pre-booking online is essential. Promotional tickets are subject to availability and must be purchased no later than 23:00 the night before your chosen date of visit. Promotional tickets for Cadbury’s customers are limited in numbers for each day the attraction is open, subject to a minimum number allocated to every day each attraction opens, therefore customers are advised to plan ahead and book early. For full T&Cs, information on day type, dates and to book, visit www.fun.cadbury.co.uk and enter your unique barcode/batch code from the reverse of this pack. Cannot be used in conjunction with any other promotion. Max one claim (covering up to four tickets) per promotional pack. Age/height restrictions apply. Promoter: Mondelez Europe Services GmbH – UK Branch, Sanderson Road, Uxbridge, UB8 1DH.