Adding to its PR woes, Cadbury has suffered an additional advertising setback after last week's (23 June) product recall of a million chocolate bars in the UK.


The confectionery company has suspended its sponsorship advertisements on ITV's popular television soap opera Coronation Street, ending a ten-year link-up between the company and the programme.


ITV had marketed Cadbury's new Dairy Milk product with Crème Egg, which was not affected in the recall, as part of a reported GBP10m (US$18.2mm) per-year deal with the programme. They were shown at the beginning and end of each episode and at intervening breaks.


The adverts stopped on Friday, as soon as products were pulled from the shelves following a salmonella contamination scare, caused by a leaking pipe at a Cadbury factory in Marlbrook, Herefordshire.


The recalled products included 250g Dairy Milk Turkish, Dairy Milk Caramel and Dairy Milk Mint bars, the Dairy Milk 8 chunk, 1kg Dairy Milk, 105g Dairy Milk Button Easter Egg and Freddo.


Cadbury, which came under fire from the Food Standards Authority for late notification of the problem this week, told just-food that the deal had been terminated but failed to return requests for further comment.