The Cadbury Wishes product will be introduced in September with 10% of the profits going to the charity.
Bags of the star-shaped milk chocolates will retail at 59p a bag and will form part of Cadbury’s revamped Christmas product range.
Further Christmas-themed changes will include new packaging for its Selection box and Snow Bites product. The company is supporting the new product with a £1m press, online and in-store campaign.
The focus of the campaign is the www.cadburymakeawish.org website, which informs visitors about the parnership and encourages them to donate to make children’s wishes come true.
Cadbury has not yet revealed whether the campaign will be bolstered by further above-the-line support.
The Kraft-owned chocolate company pledges it will donate £400,000 to the Make-A-Wish Foundation over three years.
This story first appeared on pitch