TO MARK Dementia Action Week, staff and residents at Austen House care home in Lower Earley were delighted to receive branded memory boxes filled with retro chocolate bars.
These were distributed by chocolate maker Cadbury in collaboration with Alzheimer’s Research UK, following requests from care homes and dementia support groups to their archives for packaging no longer in circulation.
With Alzheimer’s Research UK, the confectioner is working to create a nostalgic experience for those living with dementia, featuring Dairy Milk bars, from as early as 1915 until the present day.
Throughout Dementia Action Week, 1,000 boxes of sweet treats have been distributed to care homes across the nation.
At Austen House, staff and residents enjoyed an afternoon of nostalgia when they were joined by Cadbury archivist Sarah Foden and brand manager Connor Gould for a talk about the chocolatier’s history.
Simona Cioinac, senior general manager at the Lower Earley home said: “Our approach to caring for residents living with dementia is focused on positivity and delivering person-centred care.
“It can be a complex condition and at times, frustrating, both for the person living with it and their loved ones, as they experience changes in their abilities.
“Something we have found to be beneficial in improving cognition and mood is group activity which helps residents reminisce and take a trip back through time – a great way of stimulating conversation.
“Through its Memory Bar Boxes, Cadbury has brought joy to generations of people.
“The memorable wrappers provided positive, happy stimuli, and opportunities to share memories and laughter together.”
The Memory Bar boxes also feature a digital download link, where people can find extra content, including classic posters and past packaging from Cadbury products.
These all help to tell the British confectioner’s story as, this year, it turns 200.
Elise Burditt, senior marketing director at Cadbury, said: “As Cadbury celebrates its 200th anniversary there has been great excitement in celebrating the longstanding relationship between the brand and the British public.
The products have become part of our culture over the past two centuries, so we wanted to answer requests from care homes, dementia support groups and members of the public over the years, for nostalgic Cadbury wrappers and posters, which could provide a sense of comfort and connection to those living with dementia.
“Earlier this year, we announced our partnership with Alzheimer’s Research UK and released limited-edition Dairy Milk bars featuring designs from 1915 to present day.
“They feature in our Memory Bar Boxes, which are being sent around the country to people affected by the condition.
“We are also donating £200,000 to support Alzheimer’s Research UK’s search for a cure for dementia, and their work to drive awareness of the condition.”
Austen House is run by Barchester Healthcare, providing nursing care, dementia care and respite care.
For information, visit: www.cadbury.co.uk, www.alzheimersresearchuk.org, and www.barchester.com
