Agencies
The Royal Warrant has long been a symbol of excellence and prestige in British commerce. It denotes a special relationship between a company and the royal household, acknowledging the quality of products or services provided to the monarchy.
However, recent updates to the warrant list by King Charles III have stirred public interest, especially with the removal of some iconic names, including Cadbury, which held the warrant for nearly 170 years.
The move has left many wondering why the UK’s favourite chocolatier lost its royal endorsement.
What is a royal warrant in the UK?
Royal Warrants date back to the 15th century and serve as formal recognition of companies supplying goods or services to the royal household. Companies granted a warrant are allowed to display the royal coat of arms on their products and branding, along with the phrase "By Appointment to…” followed by the name of the grantor.
These warrants, currently granted by the King, Queen, or the Prince of Wales, are issued for a period of five years and reviewed upon expiry. They signify not only royal approval but also a relationship of trust and reliability between the monarchy and the warrant holder.
Approximately 750 individuals and companies hold about 800 active warrants, ranging from well-known corporations to smaller trades like cabinet makers, chimney sweeps, and engravers.
Historically, the warrant system has reflected the preferences and values of the reigning monarch.
For example, warrants for cigarette brands were revoked in 1999 due to public health concerns. Similarly, the death of a grantor renders the warrants void, though companies can continue using the branding for two years while applying for renewal.
What is the case with Cadbury?
Founded in 1824 in Bournville, Birmingham, Cadbury has been synonymous with British chocolate-making heritage. The brand first received its royal warrant in 1854 under Queen Victoria, marking the beginning of a relationship that would span six monarchs.
Queen Elizabeth II famously favoured Cadbury’s Bournville chocolates, often receiving them as cherished Christmas gifts.
However, this illustrious association came to an end when King Charles III chose not to renew Cadbury’s warrant in his updated list, the second since his ascension to the throne in September 2022.
Cadbury’s parent company, Mondelēz International, expressed disappointment but acknowledged the decision: "Cadbury is a much-loved brand that has been a part of British life for generations and remains the nation’s favourite chocolate. 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.”
While Buckingham Palace has not provided specific reasons for removing Cadbury from the list, several factors might have contributed:
Supply patternscTypeface:> Insiders suggest Cadbury’s reduced supply to royal households in recent years, particularly after the death of Queen Elizabeth II, might have played a role. The royal warrant reflects consumption trends across the entire royal household rather than individual preferences.
Sustainability and Health: King Charles III is well-known for his advocacy of sustainability and healthy eating. His preference for organic, eco-friendly, and nutrient-rich products may have influenced the decision. Reports indicate that this year’s warrant holders demonstrated stronger commitments to environmentally conscious practices.
Geopolitical pressure: Campaigners from the B4Ukraine movement urged King Charles to distance the monarchy from companies operating in Russia, including Mondelēz International, reported The Guardian.
While Cadbury’s removal does not seem directly linked to this campaign — other targeted companies like Bacardi and Samsung retained their warrants — the controversy may have drawn unwanted attention.
What about other brands?
The removal of Cadbury’s royal warrant is not an isolated case. Around 100 brands and companies, including the luxury chocolatier Charbonnel et Walker and consumer goods giant Unilever, were also dropped.
Despite this, 386 companies managed to retain their warrants, with some new additions tied to Queen Camilla, such as Jo Hansford (a hairdresser) and Wartski jewelers, the makers of the royal couple’s wedding rings.
Losing the warrant means Cadbury must remove all royal warrant branding from its packaging within 12 months. While the company’s iconic purple packaging will remain, the absence of the royal coat of arms marks the end of an era.
The warrant system also benefits businesses by signaling high quality and royal approval to customers. The removal could impact Cadbury’s brand image, although its status as Britain’s most beloved chocolatier is unlikely to waver.
King Charles issued his first warrants in May 2024, and Prince William is expected to begin granting warrants in 2025. The Royal Warrant continues to serve as a prestigious benchmark, aligning with the values and preferences of the royal household in an ever-evolving world.