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Mondelez International partners with the IET to bring the #ISeeMore competition to kids across the UK - challenging them to engineer a chocolate bar of the future

Press Release   •   Aug 10, 2017 13:24 BST

It’s no secret that kids like to ask the question ‘why’, but just how much? New research reveals that curious kids in the UK ask their parents 22,174 questions during their school years – more than half of which are science or engineering related (53%).

Nearly two thirds of parents believe curiosity is key to intelligence (59%) and a successful career (58%). However, children appear to be asking stretching questions. Mums and dads are unable to answer a third of children’s questions (33%) and just under one in 20 (4%) can answer all of their questions

The survey of over 2,000 parents of school aged children, commissioned by the Institution of Engineering and Technology to mark the launch of its #ISeeMore* competition with Mondelēz International, home to brands including Cadbury Dairy Milk and Maynards Bassetts, found that the top five questions asked by knowledge-thirsty kids are about:

  • 1.Science, engineering and how things work (53%)
  • 2.How things are made (43%)
  • 3.Nature (40%)
  • 4.Food and drink (31%)
  • 5.Politics (29%)

The majority of parents tell their kids to Google (69%) the solutions rather than suggesting more traditional options such as asking grandparents (14%), their partners (24%) or their children’s teachers (15%).

Nearly two thirds (58%) of parents feel proud of their children for asking questions but, when stumped, just over one in 20 (6%) make up an answer and hope it’s right, whilst almost one in five (18%) tell their child that they’ll enlighten them later and, in the meantime, look it up themselves.

The #ISeeMore Competition

The #ISeeMore competition challenges 8-16 year olds to use their engineering acumen to design a chocolate bar of the future. The winner will see their design created as a one-off prototype alongside chocolate experts and hear from a real life engineer at the Bournville Factory**, where some of the nation’s favourite chocolate bars are produced. The winner will also receive a trip to Cadbury World and an iPad mini. Ten runners up will win family tickets to Cadbury World.

The #ISeeMore competition aims to inspire the next generation of engineers by showing what an exciting, diverse and creative career engineering can be through the medium of chocolate. It encourages young people to literally ‘See More’ through uncovering the role of engineering in brands and items that feature heavily in their lives.

Nigel Fine, Chief Executive, Institution of Engineering and Technology, said:

“A big part of the work of an engineer is finding solutions to questions about how and why things work. We’re delighted to launch the #ISeeMore Engineer a Chocolate Bar of the Future competition in collaboration with Mondelēz International. The competition aims to nurture curiosity from a young age and dispel the common misperceptions of careers in engineering.”

Emma McLeod, Research Principal for Process Technology at Mondelēz International, said:

“Every Cadbury Dairy Milk product has been carefully invented and created[1], with engineering being a fundamental part of bringing an idea to life. Engineering is incredibly important to us[2], and we are proud to work with the IET on a campaign which aims to excite children about the role it plays in everyday life. My son is following in my footsteps to become an engineer and I would really like to see more young people consider this fantastic career. ”

For more information on the competition, the judges, the prize or to enter visit -

[1]The research was undertaken by Censuswide between 16/06/17 and 20/06/17 amongst a sample of 2,000 parents of school aged (4-18) children

[2]Mondelez International - as part of our £200m investment in modern manufacturing and innovation we are dedicated to developing the skills of our UK workforce, including our well established apprenticeship programme, to drive productivity and competitiveness in the UK for generations to come.

[3] Mondelez International - since 2009, productivity performance in food and drink has increased by 11 per cent. This is great progress, but we also know we have more to do. Bringing the right people with the right skills into the industry and regions is vital to addressing the skills gap facing food and drink. As a sector food and drink faces a huge challenge to recruit 130,000 new skilled workers by 2024. In comparison, the automotive sector is forecast to require 27,000 and aerospace will require 15,300.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit or follow us on Twitter at

About Cadbury World

Cadbury World is a popular family attraction based in the historic village of Bournville, just outside Birmingham city centre, where visitors can learn all about the history, magic and making of Cadbury chocolate. With a number of interactive zones, a team of in-house chocolatiers, The World’s Biggest Cadbury Shop, the on-site Cadbury Café, plus the unmissable 4D Chocolate Adventure, there’s so much for visitors of all ages to see and do at Cadbury World.

About #ISeeMore

Nearly everything that you encounter in life has engineering at its heart yet not many people realise the hours, days and years of engineering skill that have contributed to it.

The Institution of Engineering and Technology has launched #ISeeMore - a campaign which aims to inspire the next generation of engineers by showing how exciting, diverse and creative careers in engineering can be.

#ISeeMore encourages young people to literally ‘See More’ through uncovering the role of engineering in brands and items that feature heavily in their lives, sparking their desire to know how things work and why.

About Bournville

Bournville is the heart and home of Cadbury chocolate in the UK. Opened in 1879 – the village was named after the Bourn stream which runs through the site and ‘ville’, the French word for town.

Since 2010 the number of chocolate inventors and researchers in Bournville alone has grown from 25 to over 250, and every single Cadbury product, wherever in the world it ends up being sold, is invented in Bournville.

Since 2010 Mondelēz International has invested £75 million in Bournville to upgrade the 30-year-old lines producing much loved brands such as Roses and Heroes.

About the IET

Interview opportunities are available with IET spokespeople from a broad range of engineering and technology disciplines including cyber-security, energy, engineering skills, innovation, manufacturing, technology, transport and women in engineering.

The IET is one of the world’s largest engineering institutions with over 168,000 members in 150 countries. It is also the most interdisciplinary – to reflect the increasingly diverse nature of engineering in the 21st century. Energy, transport, manufacturing, information and communications, and the built environment: the IET covers them all.

The IET is working to engineer a better world by inspiring, informing and influencing our members, engineers and technicians, and all those who are touched by, or touch, the work of engineers.