Cadbury and Age UK come together to share inspiring stories on millions of Cadbury Dairy Milk bars

The nation’s favourite chocolate* is removing the branding on 10 million ofits iconic Cadbury Dairy Milk bars and replacing it with quotes of unexpectedstories from older people about the lives they’ve led.

The new limited-edition bars, available now, will be replacing Cadbury DairyMilk bars - single and tablet – for the month of April.

This unique takeover is the next iteration of the brand’s Donate your Wordscampaign in partnership with Age UK, which encourages the nation to haveproper conversations with older people to help tackle loneliness.

With lockdown restrictions beginning to ease, millions of people are feelinghopeful about being able to see family and friends once again. However, alarge number of older people will still continue to feel lonely and isolated.The true stories, first shared in October 2020 through the brand’s TheOriginals advert, are from older people from all walks of life with surprisingand inspiring experiences to share.

The full stories from The Originals are available to read in full online andinclude:

- Rose, a 79-year-old woman who kissed Elvis Presley
- 81-year-old Bob, describing his run-in with the Prime Minister’s bodyguards
- Anne, a 79-year old thrill seeker who in her younger years, drove over the Alps with her toddler by her side
- 84-year old Harry, who confesses how he and his family ran away to the circus

- Linneth, who tells us all about the first ever carnival
- Phiroze, who took on the world’s most dangerous car rally

Pippa Rodgers, Brand Manager at Mondelez, says: “We’re proud to continueour long-term partnership with Age UK. To be featuring the Donate yourWords campaign across 10 million Cadbury Dairy Milk bars is both excitingand fitting, as we look for more impactful ways to support this importantmission.

“Keeping true to the brand’s philanthropic roots, and the Cadbury belief thatthere is a glass and a half in everyone, we are extremely proud that theDonate your Words campaign has already encouraged hundreds of thousandsof people to start a conversation with a potentially isolated or lonely olderperson*”.

Laurie Boult, Fundraising Director at Age UK, says: “We’re delighted to beworking with Cadbury once again to try and help tackle loneliness amongst older people and to continue highlighting how huge this issue is for so many.The latest edition of the Donate your Words bars will remind us all of theinteresting and insightful stories many older people have to share.

“We’re encouraging retailers to get behind the campaign by stocking up onthe unique bar and by reaching out to talk and listen to the older peoplearound them. It can really make the world of difference.”

Retailers can find out more about the Donate your Words campaign byvisiting www.ageuk.org.uk/donateyourwords.

* Nielsen Total coverage including discounters, Value, MAT 16.05.20