Cadbury has teamed up with THG Ingenuity to launch a new direct-to-consumer gifting platform ahead of Christmas.

The new Cadbury Shop allows shoppers to create their own chocolate gifts, including a Heroes Pick & Mix box where customers can choose their favourite miniature chocolates.

Shoppers can also build personalised letterbox gifts by selecting six Cadbury chocolate bars, which are packaged and delivered directly to the recipient.

The launch marks a fresh push into direct-to-consumer sales for Cadbury owner Mondelēz International, giving it greater control over how its products are sold and presented online.

Manchester-based THG Ingenuity has been brought in to run the platform, handling everything from the website and product personalisation to warehousing, deliveries and customer service.

Its THG Commerce division will power the online shop, while THG Studios will oversee creative content and digital merchandising.

THG Fulfil will manage the logistics operation, including temperature-controlled chocolate storage, picking and packing, and courier deliveries.

The partnership will allow Cadbury to expand its personalised gifting range while managing the additional demand expected during the busy festive trading period.

Cadbury marketing director Philip Warfield 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.”

The new platform also gives Mondelēz a direct route to shoppers, separate from the independently operated Cadbury Gifts Direct business, which sells products under licence.

THG Ingenuity chief revenue officer Darren Rajanah said the partnership would give Cadbury the infrastructure to grow its personalised gifting business.

“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.”

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