Cadbury, the nation’s No.1 confectionery supplier[1], 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.
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 from 1 April 2026 to 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. All shoppers need to do is visit www.fun.cadbury.co.uk, enter the barcode and batch code from their purchased promotional pack to receive a discount code to book tickets for their chosen attraction.
Eloise Lake, Junior Brand Manager for Cadbury at Mondelēz International, says: “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. ‘Who Will You Take?’ taps into the joy of sharing experiences with others, reflecting Cadbury’s spirit of generosity.”
Sarah Kilgannon, Head of Partnerships at Merlin Entertainments, said:
“We’re delighted to be partnering with Cadbury once again to bring back ‘Who Will You Take?’ for another year. It’s a fantastic opportunity to help families enjoy memorable days out at our attractions for less, making those shared moments even more accessible. This partnership perfectly captures the spirit of creating meaningful experiences together, and we’re proud to be part of it.”
The promotion with Merlin Entertainments will be bolstered by an impactful media campaign across digital and social, as well as in-store support and point of sale materials to make the partnership unmissable to shoppers.
For more expert advice on making the most of the confectionery category, retailers can visit Mondelēz International’s trade facing website, www.snackdisplay.co.uk.
[1] Nielsen IQ, Total Confectionery, Value Sales, 52 w/e 19.07.25
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