Cadbury is aiming to raise up to 400,000 meals for Food Banks Canada with the launch of its limited-edition Cadbury Goodness Bar.
Released this week, the Goodness Bar is a 200-gram version of the classic Cadbury Dairy Milk. With every online purchase of the chocolate bar, Cadbury will match donations, up to $100,000, in addition to giving 100% of the proceeds to Food Banks Canada.
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Canadians can choose how much they want to give – with a minimum donation of $10 up to $1,000 per bar.
"We're delighted to be providing up to 400,000 meals with the support of Canadians to our long-time partner, Food Banks Canada, and we encourage Canadians to join us in showing their generosity to those who need it," said Chantal Butler, vice-president of marketing, Mondelēz Canada. "As one of Canada's largest chocolate manufacturers that proudly stands for goodness and generosity, we have an important role to play in giving back to communities across the country."
Mondelēz Canada, parent company of Cadbury, is a long-standing partner of Food Banks Canada providing annual support for Food Banks Canada's After the Bell program. The After the Bell program provides healthy and kid-friendly food items to kids during the summer months when the critical in-school meal programs come to an end.
"The need for food banks in Canada is at an all-time high and communities across the country rely on food banks for assistance," said Erin Filey-Wronecki, chief development and partnerships officer, Food Banks Canada. "In these times of heightened need, we rely on our partners and communities to come together to support their neighbours. We're extremely grateful to Cadbury for this campaign in support of our shared vision of a Canada where no one goes hungry."