Cadbury has relaunched its partnership with Merlin Entertainments through the ‘Who Will You Take?’ on-pack promotion, giving shoppers access to discounted tickets to top UK attractions.

The promotion is visible across a range of Cadbury chocolate and biscuit multipacks, such as Cadbury Dairy Milk Little Bars and Cadbury Mini Animals, as well as being accessible via participating multipacks without the on-pack design.

Cadbury’s social media competition for retailers

To redeem, all shoppers need to do is visit fun.cadbury.co.uk, and enter the barcode and batch code from their purchased pack to receive a discount code to book tickets for their chosen attraction.

Shoppers can redeem packs until 30 June 2026. The campaign offers 10-50% off the price of up to four tickets with the purchase of a participating pack.

Attractions with discounted prices include Alton Towers Resort, The London Eye, Sea Life Aquariums & Centres, Madame Tussauds (London or Blackpool) and Cadbury World.

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