Mondelez is tapping into demand for parent and kid-friendly treats with the launch of Cadbury Dairy Milk Freddo Treasures.

Available from 7 January 2019, the new product comes in the form of a purple treasure chest, filled with Cadbury Dairy Milk Buttons and one of 17 interactive toys (rrp 90p).

At 76 calories per pack, Cadbury Dairy Milk Freddo Treasures is aligned with Public Health England’s ‘under 100 calories’ guidance on kids’ snacks, and also includes an in-pack QR code which when scanned reveals hidden historical facts.

Dave McDermott, brand manager for Cadbury Freddo at Mondelēz International, said: “Cadbury Dairy Milk Freddo is now worth £25.1m [Nielsen data, UK Chocolate 4 weeks to 06.10.2018] with 76% brand awareness [IPSOS Brand Mori December 2017]. In 2018, we sent Freddo on his first ever ‘save-the-day’ adventure in the multi-channel ‘Missing Hop’ campaign, and this truly unique product marks the exciting next chapter for Freddo and his friends.

“Freddo Treasures offers the great taste of Cadbury Dairy Milk Buttons, made with quality ingredients including a Glass and a Half of Fresh Milk, and a toy which is suitable for kids of all ages. With the portion of Cadbury Dairy Milk Buttons coming in under 100 calories per chest it’s a treat parents can feel good about giving their children.”

The launch of Cadbury Dary Milk Freddo Treasures will be supported by a £6m campaign, which will include Freddo’s first ever TV advert, out-of-home activity and bespoke POS materials. The product will be sold to independent retailers in cases of 24.

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