Cadbury appoints THG Ingenuity to Power New Direct-to-Consumer Gifting Platform 

Cadbury has appointed THG Ingenuity to power its brand-new direct-to-consumer Cadbury Shop.  

This collaboration unites digital storefront technology, high-impact creative production and operational execution. It will see THG Commerce deliver a cloud-native digital storefront and interactive customisation software, THG Studios produce end-to-end ecommerce creative assets and visual digital merchandising, while THG Fulfil provides warehousing, pick-and-pack, temperature-controlled confectionery handling, courier management and customer service solutions.

Central to the launch is an interactive product customisation engine developed to power the flagship Cadbury Heroes Pick & Mix, which allows shoppers to hand-pick a unique combination of miniature favourites. It’s a tailor-made present designed around the recipient’s favourites, with every assortment chosen to suit their tastes.  

The platform also introduces on-demand personalisation across giftboxes, including the dedicated Cadbury Build Your Own Letterbox Gift service, where shoppers can pick any six Cadbury tablets to be beautifully packaged and delivered straight to their loved-one's doorstep.  

By combining front-end ecommerce software with engaging visual creative and specialised logistics, the partnership creates a seamless, closed-loop direct-to-commerce ecosystem for Cadbury. This enables Cadbury to drive brand loyalty and optimise the complete customer lifecycle, from first click to doorstep delivery.  

Darren Rajanah, Chief Revenue Officer, THG Ingenuity, said: “We are proud to power the next phase of Cadbury’s commerce journey. Delivering exceptional direct-to-consumer experiences requires more than just a storefront; it demands an integrated operating environment where engaging creative content and intelligent digital technology connect seamlessly with automated fulfilment. By uniting THG Commerce’s ecommerce capabilities with THG Studios’ creative production and THG Fulfil’s operational scale, we are equipping Cadbury with the infrastructure needed to scale their direct-to-consumer personalised gifting business with confidence.”  

Philip Warfield, Marketing Director, Cadbury - Mondelēz International, said: “Cadbury has always been about generosity and bringing people closer together. Appointing THG Ingenuity and launching the new Cadbury Shop gives us an exciting way to do exactly that ahead of Christmas — combining the chocolate the nation loves with beautifully personal gifting experiences, from the moment you choose it to the moment it's opened. It's a unified end-to-end solution that pairs personalisation, visual storytelling & fulfilment, helping us turn every gift into something truly special and serve our customers better than ever before.”