Cadbury Schweppes has begun a charm offensive in the convenience store sector as it seeks to recover from the product recall that it said this week would cost it £20m.

The company has sent a letter to 28,000 businesses operating in the convenience channel apologising for the recall in June, which was prompted by a salmonella scare that took place at one of its factories.

Cadbury sent the letters on Tuesday (1 August) to newsagents, convenience store owners, wholesalers and forecourts to thank them and give them an update on its plans.

One letter, seen by The Grocer, reads: "Can I begin by saying how much I appreciate the support that you and your colleagues have provided in helping us to carry out this recall as quickly and efficiently as possible. Thank you very much for your assistance."

The letter also expresses regret: "I do apologise for any interruption that the recall may have caused to your business, and again let me reassure you that we are taking all the necessary steps to put this right at both our manufacturing sites and in the eyes of the public."

A spokesman for Cadbury said that it wanted to make sure it had good communication with businesses in the trade.

"We sent a letter thanking them for their co-operation throughout the recall and promising them our products will be back on sale in cash and carries at the end of the week. It was making it clear what we're ?doing."