Cadbury Dairy Milk Fairtrade Slabs now instore

Boudewijn Goossens (Executive Director Fairtrade SA) & Greg Banach (Kraft Foods Category Leader for Chocolate) unveil the new Cadbury Dairy Milk Fairtrade Bars in store

Fairtrade Cadbury Dairy Milk Is Here!

BRAND ACTIVITY

Nov 16th 2011, 09:57

Celebrate Fairtrade Week with a Glass and A Half Full of Joy!

Fairtrade-certified Cadbury Dairy Milk* slabs are here! Following the announcement in June 2011 that South Africa’s best-loved chocolate slab “will be going Fairtrade” the new Cadbury Dairy Milk plain chocolate slabs are set to hit shelves from mid-November 2011 – coinciding with national Fairtrade Week.

Cadbury Dairy Milk plain chocolate lovers will be able to enjoy the same taste of their favourite chocolate at the same price as the rest of the range, safe in the knowledge that the cocoa used in its production was sourced in an ethical and sustainable manner, spreading its “Glass and a Half Full of Joy” messaging with new purpose. The pack will change slightly as it will now feature the prestigious Fairtrade logo on the packaging but consumers will still find their favourite slab in the usual spot in the confectionery aisle.

Fairtrade is an organisation which aims to ensure better working and living conditions for small scale farmers and their communities through fairer prices, better labour conditions, community development and sustainability of the environment.

Greg Banach, Chocolate Category Lead at Kraft Foods SA is delighted to see Cadbury Dairy Milk breaking new ground in the South African market. “We are very proud to be the first major business to achieve Fairtrade certification in this country. It demonstrates our commitment to fair practices and improved living standards for farmers and their communities,” he says. “In joining forces with Fairtrade, we can both do more together to create a sustainable supply of high quality cocoa for Cadbury Dairy Milk and continue to spread Joy to our consumers.”

In 2010 South Africans spent an estimated R 18,4 million on Fairtrade products. Global sales reached € 4,36 billion - a 27% increase from 2009. Although Fairtrade has been operational in South Africa for the past two years, the agreement with Kraft Foods SA is set to increase retail sales of Fairtrade products by over eight times.

With a national campaign scheduled to run from 14th-20th November 2011, the first Fairtrade Week in South Africa aims at increasing further consumer awareness around Fairtrade locally. The campaign’s theme - ‘Taste the Change’ - encourages everyone to learn how Fairtrade is transforming the way to do business in South Africa and Africa and how it creates positive change in farming communities and in the way consumers engage with the product.

“We are thrilled that the first Fairtrade-certified chocolate slabs are being launched during Faitrade Week and hope that this will further encourage local consumers to join the change and support the Fairtrade movement” says Fairtrade Label Executive Director Boudewijn Goossens.

More than 14 million Cadbury Dairy Milk plain chocolate slabs fly off South African shelves each year – and the Fairtrade certification will ensure that these purchases have a substantial impact in the lives of the farmers who produce the cocoa used in making them.

Now that’s what we call a glass and a half full of joy.

*Cadbury Dairy Milk plain variant available in 20g, 35g, 100g, 145g and 200g Click here for more information on Cadbury