Cadbury Dairy Milk, the nation’s favourite chocolate[1], is bringing ‘treasure’ to the market in 2019 with a new innovation that is set to join the much-loved Freddo family in the new year.

Available from 7th January, Cadbury Dairy Milk Freddo Treasures comes in the form of a purple treasure chest[2] filled with delicious Cadbury Dairy Milk ‘treasure’ (Cadbury Dairy Milk Buttons). At 76 calories per chest, Cadbury Dairy Milk Freddo Treasures is aligned with Mondel?z’s broader strategy to increase wellbeing choices across its portfolio.

It’s not just chocolate treats that is to be discovered; inside the chest families will find one of seventeen toys – which will be either a Freddo and friends figurine or a fun interactive game. What’s more, the chest also includes an in-pack QR code, which when scanned reveals to parents hidden historical treasure across the UK and Ireland, to inspire a fun day out for the family.

The product scored outstanding in consumer testing and is recognised as a high-quality product, enabling independent retailers to offer parents a great value treat for their little ones.

Dave McDermott, brand manager for Cadbury Freddo at Mondel?z International, comments: “Cadbury Dairy Milk Freddo is now worth £25.1m[3] with 76% brand awareness[4]. 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.

“Supported by a £6m campaign, which will include Freddo’s first ever TV ad, we hope to capture shoppers’ imaginations and drive additional sales for independent retailers with our unique new product.”

[1] Total Chocolate, UK Total Coverage MAT to 24.02.2018

[2] The chest is fully recyclable as it is made with APET plastic.

[3] Nielsen data, UK Chocolate 4 weeks to 06.10.2018

[4] IPSOS Brand Mori December 2017

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