Food & Beverage

To Combat Loneliness, Cadbury Replaces Dairy Milk Branding With Stories From the Elderly

10 million bars will feature 'unexpected stories' from older people's lives

Six million older citizens said even a short conversation would make a positive difference to their life. — Six million older citizens said even a short conversation would make a positive difference to their life.Cadbury / VCCP

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LONDON—Cadbury Dairy Milk, one of the most popular chocolate bars in the U.K., is replacing its branding with stories from the elderly in a bid to raise awareness of isolation and loneliness among the group.

This week, the Mondelez International-owned brand is releasing 10 million limited-edition chocolate bars in partnership with the charity Age U.K.

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225,000 elderly people go a week without speaking to others

The bars will include snippets of real life stories from six different people: 81-year-old Bob, 90-year-old Linneth, 84-year-old Harry, 88-year-old Phiroze, 79-year-old Anne and 79-year old Rose.

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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