Cadbury stripped of royal warrant after 170 years

For the first time in 170 years, chocolate maker Cadbury has been removed from the list of royal warrant holders. The Birmingham-based chocolatier, which was first awarded its royal warrant by Queen Victoria in 1854, has lost its endorsement under King Charles III.

Royal warrants are prestigious recognitions granted to companies that provide goods or services to the monarchy. They are issued for up to five years and allow warrant holders to display the royal coat of arms on their products and promotional materials. While 386 companies that previously held warrants from Queen Elizabeth II were re-endorsed under King Charles III—including brands like John Lewis, Heinz, and Nestlé—Cadbury was notably excluded.

Cadbury’s parent company, US-based Mondelez International, expressed its disappointment over the decision to lose the royal warrant. A spokesperson highlighted that the company was proud to have previously held this prestigious recognition, acknowledging its historical significance, and stated that they fully respect King Charles’ decision. Similarly, Unilever, another company stripped of its royal warrant, expressed pride in its long history of serving the royal household and emphasized its continued dedication to quality and service. Both companies acknowledged the importance of the royal endorsement while accepting the changes under the new monarch’s reign.

The loss of the royal warrant is not merely symbolic. According to Professor David Bailey of Birmingham Business School, it will impose logistical and financial burdens on Cadbury, as the brand must remove the royal emblem from all its packaging. Prof Bailey noted that royal warrants act as a “seal of approval” that boosts a brand’s reputation and contributes to the UK economy.

The move has sparked debate about the future purpose of royal warrants. Speaking to sources, Prof Bailey questioned the decision, emphasizing that royal endorsements should ideally support British jobs and manufacturing. Cadbury, a hallmark of British heritage, celebrated its 200th anniversary earlier this year, tracing its origins back to 1824 when founder John Cadbury opened a grocer’s shop in Birmingham selling cocoa and drinking chocolate.

Cadbury’s loss comes amid scrutiny over the operations of its parent company, Mondelez International. Earlier this year, King Charles was urged by the campaign group B4Ukraine to revoke royal warrants from companies still operating in Russia following the invasion of Ukraine. Mondelez and consumer goods firm Unilever were named in the campaign, and both have since lost their endorsements.

Cadbury’s removal also comes in the context of its controversial history with US ownership. In 2010, the British chocolate giant was acquired by Kraft Foods, a move that faced significant backlash. Two years later, Cadbury became part of Mondelez International, Kraft’s global snacks division. Despite this, the brand has maintained its iconic status and connection to its Birmingham roots, with the Bournville factory still a symbol of its legacy.

Meanwhile, King Charles has issued royal warrants to other food and drink brands, including Moët & Chandon, Weetabix, Bendicks, and Prestat Ltd. These decisions reflect a continuation of royal tradition while signaling a shift in priorities under the new monarch.

The decision to strip Cadbury of its royal warrant marks the end of an era, raising questions about the evolving criteria for royal endorsements and their impact on iconic British brands.