Retailers can offer parents a new treat for their children this month as Cadbury Dairy Milk unveils its “biggest launch of 2019”.

Cadbury Dairy Milk Freddo Treasures is a purple treasure chest that contains Cadbury Dairy Milk Buttons and one of eight collectible toys. The packs also contain smaller puzzles and games, as well as a QR code that directs consumers to a website that promotes ideas for family days out.

Freddo Treasures contains 76 calories, making it in line with current Public Health England guidelines, which is to give children no more than two treats per day with a maximum of 100 calories each.

It is available in shelf-ready packaging, which contains 24 products. Retailers can also drive sales with a larger PoS unit that is designed like a pirate ship.

The launch will be backed by a £6m campaign in May, which will include TV advertising for Freddo for the first time, as well as outdoor advertising.

Freddo Treasures taps into the £240m ‘parents to children’ treat category, which is worth £240m.

Phil Warfield, parents to children marketing manager at Mondelez International, said this category can be divided into three segments – ‘anytime treats’, which have RRPs of less than 30p and make up 19% of sales; sharing packs, which make up 36% of the category and are priced between 30p and 70p; and rewards, which have RRPs of above 70p and make up 45% of category sales.

“With its RRP of 90p, Freddo Treasures taps into the reward segment, which is declining by 12% year on year. This is due to a lack of new products and investment, and launches that do not drive additional sales,” he said.

“We are aiming to change this with Freddo Treasures, which we expect to drive incremental sales to existing products like Kinder Surprise.”

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