Alison Ward, the former communications director of the Biscuit, Cake, Chocolate and Confectionery Association (BCCCA) has become corporate responsibility manager at Cadbury.

Ward left BCCCA at the beginning of the month and started at Cadbury Schweppes' Berkeley Square office in London this week. She will now report to director of corporate responsibility Alex Cole.

"In her new role, Ward will be focused on connecting the consumer more closely with Cadbury Schweppes' programme across the environment, health and social trends and insights.

She will also be responsible for engaging with wider stakeholders while progressing this agenda," said a Cadbury spokesman.

Ward joined the BCCCA in 2004 from Hill & Knowlton, where she was an associate director

advising on food and lifestyle brands. Prior to that she worked for PR company Mason Williamsæ.

During her time at the trade association, she dealt with issues such as working conditions at cocoa farms and the reform of the EU Sugar Regime.

The BCCCA, which has six full-time staff, said it was undergoing a "massive shakeup" and were not sure whether it would be replacing Ward.