Cadbury Dairy Milk unveils its 'biggest launch of 2019' with Freddo Treasures

Cadbury Dairy Milk Freddo Treasures
Product News RE Confectionery
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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.

Cadbury Dairy Milk Freddo Treasures on sale in
its shelf-ready packaging in a central
London independent newsagent

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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By Chris Dillon Avatar
By Chris Dillon 05 Jan, 2019


  • By Hana 19 May, 2019

    How do the get away with producing single use plastic tat packed in proportionally large single use plastic packaging? It makes me cringe when my kids get these from relatives.

  • By Angie 15 May, 2019

    Plastic overload!

  • By Lene Edwards 14 May, 2019

    Really...a new launch for 2019 and no consideration to reducing packing and use of plastic. Get on the 12 year plan Cadbury's.

  • By Nicky 14 May, 2019

    Oh good, more small amounts of plastic tat for children to get bored of immediately.

  • By Sharon 18 Mar, 2019

    Considering the budget they could well afford consulting an archaeologist or other heritage professional on the legal and ethical issues surrounding this campaign- not to mention the risks involved in encouraging children to go treasure hunting in dangerous locations! Reckless on many levels.

  • By Claire Millington 18 Mar, 2019

    All that money and they couldn't even check if what they are promoting is legal, or even a good idea. What a waste of an opportunity. #FreddoTreasures

  • By Grahame 18 Mar, 2019

Have you seen a boost in own-label products in the past year?

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