Cadbury loses Royal Warrant for the first time in 170 years
Cadbury has seen its much-coveted Royal Warrant underlining its status as a producer to the monarchy removed by Buckingham Palace for the first time in 170 years, writes Neill Barston.
The decision comes as the business, which has its UK manufacturing facilities in Birmingham, has marked it 200th anniversary this year, backed by high profile major media screen and print campaigns.
It is understood that the late Queen Elizabeth II had been notably fond of the brand, which is now under ownership of US-based Mondelez International, with the late monarch continuing the company’s association with the royal household.
The latest setback comes just a week after Mondelez had launched a much-publicised bid to take over its US rival, Hershey, which the company’s managing trust is believed to have rejected on the basis of the offer being considered insufficient. Notably, the move had been made nearly a decade on from a similar attempt at buying-up the rival company.
The Royal Warrant mark, which was first established in the 15th century, is overseen by the Royal Warrant Holders Association is conferred on a limited number of businesses across sectors as official purveyors of products for UK monarchy, spanning independent traders, through to major global corporations, granted for a period of five years. Some 400 companies now hold the mark.
But under the new reign of King Charles III, a review of warrant holders has been officially conducted, and while no formal reasoning for the loss of the warrant has been given, Cadbury, which is reported to have been ‘disappointed but accepting of the decision,’ and will now have to amend its packaging details, is not the only business in the sector to reportedly miss out.
The luxury British chocolate manufacturer Charbonnel et Walker has also had its own status as a royal warrant holder removed, which was also said to be previously another favourite of members of the royal household.
Furthermore, the major Unilever group, which is behind Magnum ice cream and other snacks brands, has also lost the much-cherished status that brands have displayed with pride on their packaging and marketing material.
Confectionery Production contacted the Royal Warrant Holders’ Association, and a spokesperson confirmed that it did not discuss individual applications, referring our publication to its website for further details. According to the organisation, reasons for the removal of royal warrant can include, but are not limited to, whether a company has produced a sufficient sustainability plan, undergone major change in ownership, or if a business goes into liquidation.
Quite some time ago I was looking at a bar of Cadbury’s chocolate and found
the coat of arms under the flap on the back of the wrapper beside the recycling
symbol.They obviously didn’t care much for the honour of being , by royal
appointment. If at all possible I now buy another product other than Cadbury.