Time for a Flake-cation! Cadbury Flake 99 launches free '99' bus service to take West Yorkshire families to the seaside

Wednesday 17^th July 2024, United Kingdom – Today, Cadbury Flake and First Bus announce the launch of The ‘99 Bus’, a free, pre-bookable service, whisking West Yorkshire families away to the seaside, after research from Cadbury reveals the majority of parents find it too difficult and stressful to organise day trips to the coast.

According to the new research, 7 in 10 British parents hardly ever take their children to the beach. The struggle is real as four in ten (42%) state that they can’t get there easily; a quarter (27%) are put off by the high cost of travel and 14 percent say they don’t go because it’s a nightmare finding somewhere to park. Furthermore, 62% of parents believe that going to the beach is one of the most stressful family days out, so much so that 48% admitted they have scrapped plans at the last minute because it was just TOO much trouble.

Despite the challenges, a resounding 95% of Brits agree that a day at the seaside is a British institution, with 94% wishing they could spend more time enjoying UK beaches.

In response, Cadbury has stepped in to ensure families get their seaside fix, partnering with First Bus to create two new bus routes that will run across the weekends of 10/11 and 17/18 August.

West Yorkshire families can book up to four places on the services departing from Leeds or Bradford heading to the sandy shores of Bridlington, after research revealed almost 1 in 5 kids (19%) from Bradford and 1 in 10 from Leeds rarely get to experience the magic of the seaside.

Services will also run from Tower Hill in London to Southend-On-Sea after 59% of the capital’s parents confessed they only take their kids to the beach on rare occasions, despite only being an hour from the coast.

Families will be able to enter a ballot to book onto the service via a dedicated website starting today until 25^th July, with over 300 places up for grabs. As well as travel to and from the beach provided by First Bus, families will be greeted upon arrival at the beach with a complimentary Cadbury Flake 99, after 89% of Brits said that a trip to the British seaside is not complete without the classic treat.

And the summer fun doesn’t stop at the beach! First Bus is making sure the adventures continue, as each passenger on the 99 Bus will receive 1x free return bus ticket for a local First Bus operated journey valid for three months.

Commenting on the launch, Olena Solodka, Brand Manager at Mondelez, says: “As Cadbury celebrates its 200^th year anniversary this year, we are thrilled to partner with First Bus to help more families experience the simple joy of a beach trip this summer, which wouldn’t be complete without a seaside Cadbury Flake 99. While 95% of Brits cherish time at the coast, some children are not setting foot on the sand as the cost and stress of getting there can be a real barrier for parents. That’s why we created the 99 bus – to give more families the chance to create the types of memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!”

“When we saw the Cadbury research revealing just how many kids are missing out on those classic seaside adventures, we knew we had to get involved,” said John Godfrey, Head of Brand Strategy at First Bus. “At First Bus we understand that accessible and stress-free travel is an important part of any day out, and so we’re proud to partner on this initiative, which will help parents and children create cherished memories together this summer. We look forward to seeing many happy faces on board and at the beach.”

The ‘99 Bus’ can be booked via https://win.cadbury.co.uk/flake99bus/

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