THG FULFIL will provide warehousing and pick-and-pack, including temperature-controlled handling of confectionery, along with courier management and customer service. Sister business THG Commerce will supply the cloud-native storefront and product customisation software.

The platform is built around personalised orders. Shoppers can hand-pick their own mix of miniatures for the Cadbury Heroes Pick & Mix, or choose any six Cadbury tablets to be packaged as a letterbox gift and delivered direct to the recipient.

Philip Warfield, marketing director at Cadbury, Mondelēz International, said: “Cadbury has always been about generosity and bringing people closer together. Appointing THG Ingenuity and launching the new Cadbury Shop gives us an exciting way to do exactly that ahead of Christmas.”