Cadbury and Merlin celebrate launch of Who Will You Take?

Cadbury is continuing its long-term partnership with Merlin Entertainments to bring back the Who Will You Take? on-pack promotion.

The partnership leans into “moments of fun, humour and heartfelt generosity, reflecting the spirit of Cadbury, while supporting retailers with an engaging promotion designed to drive footfall to stores,” Cadbury said.

Shoppers can unlock discounted entry to some of the UK’s most popular attractions, making it easier for families to spend quality time together and create lasting memories. Running until 30 June 2027, the promotion gives consumers 10-50% off up to four tickets at selected Merlin Entertainments UK attractions.

From thrilling days out at Alton Tower’s Resort to family-friendly experiences such as The London Eye, Sea Life and Madame Tussauds London, as well as Cadbury World and many more, there’s an attraction for everyone.

The promotion will be featured on pack across a range of Cadbury’s chocolate and biscuit multipacks, including bestsellers such as Cadbury Dairy Milk Freddo 4-pack and Cadbury Mini Animals, as well as selection boxes and seasonal biscuits.

Shoppers simply visit www.fun.cadbury.co.uk, enter the barcode and batch code from their promotional pack to receive a discount code to book tickets for their chosen attraction.

Eloise Lake, junior brand manager for Cadbury at supplier Mondelēz International, said: “We’re proud to be bringing this partnership with Merlin Entertainments back for 2026, giving families more opportunities to spend quality time together and make memories at some of the UK’s most loved attractions.”

Sarah Kilgannon, head of partnerships at Merlin Entertainments, added: “We’re delighted to be partnering with Cadbury once again. It’s a fantastic opportunity to help families enjoy memorable days out at our attractions for less, making those shared moments even more accessible.”

The promotion will be bolstered by an impactful media campaign across digital and social, as well as in-store support and POS materials to make the partnership unmissable to shoppers.