Cadbury is reuniting with BBC Children in Need for another year of its partnership for 2026, following last year's incredible £150,000 donation. Once again Cadbury is running an on-pack promotion, transforming iconic Cadbury Share Bags into Open Up and Share Bags, across both Cadbury Dairy Milk Caramel Nibbles and Cadbury Dairy Milk Buttons. Cadbury will also donate £150,000 to BBC Children in Need to support BBC Children in Need funded projects 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. BBC Children in Need are working to make sure no child has to face life's challenges alone. But for many children and young people across the UK, challenges are growing. Rising mental health issues, poverty, inequality and limited opportunities can all take their toll, leaving some children carrying burdens that feel too heavy to manage on their own. That's why having someone to listen, support and believe in them has never been more important.
Every day, BBC Children in Need’s 1,600+ projects are working tirelessly in all corners of the UK, working side by side with children and young people, creating connection, confidence and safety when they need it most. The charity fund dedicated people and project workers in local communities who help children rise beyond challenges caused by poverty, unequal chances, mental and physical health difficulties, and home lives that aren’t safe or stable.
The campaign this year also features personal insight from Ian Wright, highlighting how important opening up and sharing has been to him.
As part of this nationwide call-to-arms, Cadbury recognises the vital role independent retailers – at the heart of local communities – can play in helping drive shoppers towards everyday moments of generosity. From using relevant POS 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.
“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,” said Charlotte Docker, Cadbury Brand Manager, Bitesize and Buttons. “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.”
The campaign is supported by a BTL campaign across social media and PR throughout September, October and November.
Product name: Cadbury Dairy Milk Caramel Nibbles, Cadbury Dairy Milk Buttons
RRPs :
85g PMP* £1.69
85G Non-PMP- £1.87
100g - £2.94
*Non price marked packs available.