New Dairy Milk packs are just champion for Rangers fans

CADBURY has released a new Dairy Milk bar with packaging celebrating Rangers’ recent Scottish Premiership title win – with proceeds from the first 1,872 bars set to go to the Rangers Charity Foundation.

“We’re incredibly grateful to Cadbury and the club for developing the Champions Bar,” Connal Cochrane, director of the Rangers Charity Foundation told Packaging Scotland. “Those who purchase it will be helping us to change lives for the better in the community.”

Speaking to Packaging Scotland, a spokesperson from Cadbury detailed the process behind the bespoke packaging of the bar. They said, “The limited-edition Cadbury Dairy Milk Champions Bars and the accompanying sleeve for the bar were designed in-house at Cadbury over the last few months. The Cadbury team worked closely with the Rangers FC brand and partnerships team to make sure both brands were recognised for their joint heritage, which would showcase the achievements from both Cadbury and Rangers FC. 

“The design process and creative assets of these bars are nuanced enough to appeal to young and old supporters, as the design nods to the success and team of the past, but also the excitement and talent of the future. We expect these limited-edition bars to sell out in record time, and proceeds from 1,872 Cadbury Dairy Milk Champions Bars will go towards the Rangers Charity Foundation – a foundation that supports the local Glasgow community and beyond.”

The social media response to the revealing of the bar has shown great interest amongst Rangers fans and Connal said that brands such as Cadbury being on board brings benefits beyond just funding.

He explained that much of the Foundation’s work is centred around helping those in the Glasgow community achieve qualifications and employability support, celebrate diversity, enjoy sport, and lead healthier lifestyles. “For some people, they might not come forward to engage in a project through the traditional channels,” Connal added, explaining that the Foundation’s unique environment and approach can be a differentiator.

Much of the Foundation’s initiatives are backed by funding through events. During Covid, many of these have moved online, with the annual Ibrox sleepout in aid of homeless charities switching to participants sleeping in an uncomfortable spot in their homes, and the annual ball – which raised £60,000 – being held virtually. Further fundraising saw PPE provided to UNICEF to distribute worldwide and a donation from the Steven Gerrard Foundation has aided a daily food service in Govan.

Connal revealed one recent success story of the Foundation came just before Christmas, when three young people who had been on a first aid course at Ibrox came across an unconscious woman in Glasgow city centre – they were able to use their training to locate and use a defibrillator whilst waiting on an ambulance to arrive. 

“Stories like that absolutely emphasise the benefit of the work we’re doing and the pride that we have in the young people who are trying to move forward in life,” he said, before telling of his happiness at Covid restrictions allowing for face-to-face support to resume at Ibrox for vulnerable young people.

“We are an SQA-accredited centre, and we have a specialist delivery space at the stadium,” he explained. Connal added that the charity hopes to help many of its young people complete their SQA qualifications this year.

“For some young people these might be the only qualifications they leave school with – so it’s really important for their future and their job prospects that we’ve been able to support them during this very challenging year.”