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

This will see THG Commerce deliver a cloud native digital storefront and interactive customisation software, THG Studios produce end-to-end e-commerce creative assets and visual digital merchandising, while THG Fulfil will provide 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 combination of miniature favourites.

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 packaged and delivered straight to someone's doorstep. 

Darren Rajanah, Chief Revenue Officer, THG Ingenuity, says: “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 e-commerce 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, says: “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 and fulfilment, helping us turn every gift into something truly special and serve our customers better than ever before.”

2026 RTIH Innovation Awards

E-commerce was a key focus area at the 2026 RTIH Innovation Awards.

Check out our winners here.

The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.