Mondelēz International has launched a new campaign celebrating the people and places behind Cadbury Dairy Milk, as its economic contribution to the West Midlands approaches £1 billion.
Launched during UK Chocolate Week, the #ProudlyMadeHere campaign highlights the company's more than 200-year chocolate-making heritage and the 3,800 people it employs across the UK.
A new impact report reveals that Mondelēz's contribution to the West Midlands economy reached nearly £1 billion in gross value added (GVA) in 2025, an increase of 112 per cent since 2021. The region accounts for 40 per cent of the company's total economic contribution in the UK.
The campaign includes behind-the-scenes videos showcasing the production journey of Cadbury Dairy Milk, from cocoa bean roasting and milk sourcing to chocolate making and distribution.
At Chirk in North Wales, teams roast cocoa beans to develop the chocolate's distinctive flavour, while dairy farms in Wiltshire and Gloucestershire supply fresh milk. The chocolate crumb is produced at Marlbrook in Herefordshire before the ingredients are brought together at Bournville in Birmingham, Cadbury's home since 1879. Distribution teams at Minworth in the West Midlands then help deliver the products to retailers and consumers nationwide.
Bournville in Birmingham has been Cadbury's home since 1879Photo: Mondelēz International
Christian Woolfenden, senior vice-president and managing director for the UK and Ireland at Mondelēz International, said the campaign aimed to highlight the people behind the brand.
“Every bar of Cadbury Dairy Milk carries a story of people and places across the UK. From our farming partners delivering fresh milk, to the teams creating chocolate crumb in Marlbrook and the chocolate makers in Bournville who have perfected their craft over generations, this is chocolate made with genuine pride,” he said.
The campaign also highlights the role of regional manufacturing in supporting employment, skills development and economic growth.
Al Carns, MP for Birmingham Selly Oak, said Mondelēz and Cadbury demonstrated how long-term investment, high-quality employment and innovation could contribute to regional development.
He said the West Midlands had historically received less public investment than other parts of the country, adding that food and drink manufacturing should play an important role in the government's industrial strategy.
“I am excited to see what this government can do to help ensure that the West Midlands is given the tools to continue operating as one of the nation’s powerhouses of sustainable growth,” Carns said.
Amanda Perry, manufacturing lead at Cadbury's Bournville factory, said the site continued to produce more than 1.5 million Cadbury Dairy Milk tablets, alongside millions of Cadbury Buttons, Creme Eggs and other chocolate products every day.
“Every person who comes to work in the factory is proud of the heritage we have here in Bournville, and the role they play in creating the nation’s favourite chocolate,” she added.