Cadbury Dairy Milk launched its new Fairtrade-certified chocolate bars on Tuesday July 21, becoming the first mass market chocolate to gain certification from the Fairtrade Foundation. The independent FAIRTRADE Mark appears prominently on the new packaging, and will bring the logo into millions more homes in the UK for the first time.

The Fairtrade Cadbury Dairy Milk bars demonstrates the ongoing commitment by both Cadbury and the Fairtrade Foundation to secure the economic, social and environmental sustainability of cocoa farming communities in Ghana. It builds upon the work of the groundbreaking Cadbury Cocoa Partnership (CCP), which was launched in 2008.

Cadbury has committed to offering the new Fairtrade bar at no extra cost, and with no change to the taste. Research carried out by the Fairtrade Foundation1 revealed that the two biggest barriers to increased purchase of Fairtrade products in the UK are lack of availability or visibility in-store and perceptions of price.

Trevor Bond, MD of Cadbury Britain and Ireland says, "Having announced our intention to achieve Fairtrade certification for our flagship brand, Cadbury Dairy Milk, only a few months ago, it is exciting that these bars are now rolling off the production lines in Bournville. This creates a tipping point for Fairtrade with Fairtrade Cadbury Dairy Milk bars available to all, with the same great taste and at no extra cost. I've seen the new bars and I feel enormous pride that we are the first mainstream confectionery product in the UK to display the FAIRTRADE Mark.

Fairtrade Cadbury Dairy Milk is the start of a new dawn for Fairtrade and for Cadbury. We will continue to work together to explore what else is possible with other brands and in other markets."

Harriet Lamb, Executive Director of the Fairtrade Foundation, says, "This is a real milestone for Fairtrade and for cocoa growers in Ghana. Cadbury Dairy Milk will create a step change in awareness of Fairtrade here in the UK, whilst in Ghana, it could potentially transform the lives and opportunities for thousands of people in cocoa growing communities. From today, lovers of Cadbury Dairy Milk will be able to make their purchase in the knowledge that they are supporting a brighter future for very small scale cocoa farmers, their families and their villages."

In a matter of months, Cadbury has moved from announcing its plans for Fairtrade certification, to manufacturing Fairtrade chocolate. Realising this commitment will accelerate Fairtrade into the mainstream, whilst tripling the amount of cocoa sold under Fairtrade terms in Ghana from approximately 5,000 to 15,000 tonnes.

Cadbury Dairy Milk Fairtrade is part of Cadbury's broader commitment to develop a sustainable business strategy to empower farmers to invest in their land and their communities. Through the Cadbury Cocoa Partnership (CCP), Cadbury is investing 45 million pounds over the next ten years to secure sustainable cocoa farming in Ghana, India, Indonesia and the Caribbean where the cocoa farming industry is facing increasing challenges. So far, the CCP's partnership model with charities and NGOs on the ground in Ghana has achieved the following:

• A Ghana board has been set up with power to make CCP decisions there and includes partners at grass roots level who know and understand their communities needs
• Through grass roots partnerships with Care, VSO and World Vision, the Cadbury Cocoa Partnership is now active in 100 Ghanaian communities
• Last year alone, Cadbury built a well a day in Ghanaian communities - 365 wells which help families and children spend time on education and health programmes instead of digging for water

Cadbury estimate that by 2018, through today's announcements and the CCP, it will have made a demonstrable difference to the lives of around half a million farmers in Cadbury's cocoa markets.

The new packaging for the Fairtrade Cadbury Dairy Milk bars will also contain the London 2012 Olympics logo, to reflect Cadbury's sponsorship of the Games. (Footnotes)