UK’s Royal Warrant — The Endorsement King Charles III Stripped Cadbury Of, Ending A 170-Year Connection

UK News: For the first time in 170 years, the iconic British chocolatier Cadbury has been removed from the prestigious list of royal warrant holders. This marks a significant moment for the Birmingham-based brand, which had enjoyed royal endorsement since being granted its first warrant by Queen Victoria in 1854. 

The royal warrant being more than a badge of honour, its loss may come as a practical setback for the brand. Mondelez International, the US owners of Cadbury, has expressed disappointment over being stripped of the royal warrant, BBC reported.

Brands such as Nestle and Heinz, which held warrants previously from Queen Elizabeth II, are among the over 500 companies who were granted royal warrants under King Charles III in 2024.

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What Is Royal Warrant?

The royal warrant is a symbol of recognition awarded to companies that provide goods or services to the British royal household. This distinction allows recipients to use the royal coat of arms on their packaging and promotional materials for up to five years, serving as a hallmark of quality and trust. 

The warrant acknowledges consistent quality and reliability in these products.

It’s the Monarch who decides who can issue royal warrants, and these individuals are referred to as the Grantors, the official website maintained by the Royal Warrant Holders Association says on its home page. The warrant itself is awarded to a specific person within the company, known as the Grantee, who ensures the correct usage of the Royal Arms in all relevant contexts.

Royal Warrants have been issued by monarchs and senior royals for centuries. 

In 2024, the website says, the first two sets of Royal Warrants of Appointment were issued by the new reign, following a comprehensive review of companies that held the warrants during the time of Queen Elizabeth II.

In May this year, as many as 152 royal warrants were granted to businesses that previously held appointments under King Charles III when he served as Prince of Wales, a role in which he began issuing warrants in 1980.

The second round of grants, issued in December 2024, saw the Royal Warrants of Appointment being given to 386 companies that previously held a warrant under Queen Elizabeth II. Additionally, seven companies with an established and ongoing trading relationship with Queen Camilla were granted new warrants.

The process of issuing new warrants will continue in 2025.

Royal Warrant holders range from small, independent traders to global corporations who are expected to be committed to upholding “highest standards of service, quality, excellence and craftsmanship”.

Companies can apply for a royal warrant if they have supplied goods or services to and paid for by the “Household of the Grantor” for at least five years in the last last seven years.

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Cadbury’s Royal Connection For 170 Years

Cadbury has long been synonymous with British heritage and quality. The company celebrated its 200th anniversary earlier this year. Its journey began in 1824 when founder John Cadbury opened a grocer’s shop in Birmingham selling cocoa and drinking chocolate. Over the years, Cadbury grew into a global brand, with its Bournville factory becoming the world’s biggest cocoa manufacturer. 

The chocolatier was granted its first royal warrant in 1854, during Queen Victoria’s reign.

“Whilst we are disappointed to be one of hundreds of other businesses and brands in the UK to not have a new warrant awarded, we are proud to have previously held one, and we fully respect the decision,” Mondelez International expressed its disappointment, with a spokesperson quoted as stating in the BBC report cited above. 

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What The Royal Warrant Loss Means For Cadbury 

The loss of royal warrant now is a symbolic blow for Cadbury, which had prided itself on its longstanding royal connection. 

While the official reason is not known, the decision to drop Cadbury’s warrant comes amid calls for greater scrutiny of companies’ global operations. Earlier this year, campaign group B4Ukraine urged the King to withdraw warrants from businesses “still operating in Russia” that invaded Ukraine, naming Mondelez and consumer goods firm Unilever, which has also lost its royal endorsement, the BBC report said.

Speaking to BBC Radio WM, Professor David Bailey of Birmingham Business School described the royal warrant as a “seal of approval” that brings considerable benefits to the UK economy. He also noted the potential impact on Cadbury’s operations, stating the brand would need to remove the royal insignia from its packaging, likely incurring additional costs.

“What is a royal warrant for, if it isn’t to help British jobs and British production?” Prof Bailey asked.