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King Charles III Ends Royal Warrants for Cadbury and Unilever, Shakes Up Brand Prestige

Marketing and Advertising

Business Honor
27 December, 2024

Cadbury and Unilever lose royal warrants, while new brands earn royal recognition under King Charles.

King Charles III has announced that he would no longer issue the royal warrants to Cadbury and Unilever, two of the most iconic companies in the UK. This is a significant change in the long-standing tradition of royal endorsement, which allows brands to display the Royal Arms on their products as a mark of distinction. The royal warrants, dating back to the 15th century, are awarded to companies that supply goods or services to the British royal family.

Cadbury, the British chocolate giant, and Unilever, behind Marmite and Ben & Jerry's, among other famous brands, have each had royal warrants for decades. However, by December 2024, both will no longer carry this great seal. The reasons why the warrant was taken away were not stated; however, it brings an end to a historical connection, especially to Cadbury, which was first linked to the royals in Queen Victoria's reign.

Royal warrants usually last for five years and are reviewed prior to renewal. This has called into question whether brand associations and royal links are not as strong a phenomenon in this modern era as they were before. Nevertheless, the loss of these warrants doesn't diminish Cadbury or Unilever's status as iconic brands.

At the same time, new brands have received royal warrants, including names such as Heinz and Nestlé, continuing the tradition of honoring businesses that meet royal standards. Queen Camilla also granted royal warrants to smaller, high-end businesses such as hairdresser Jo Hansford and designer Philip Treacy, which reflects the continued support of the royal family for British craftsmanship and innovation.