Cadbury Flake and First Bus have announced the launch of The "99 Bus", a free, pre-bookable service to take 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, seven in 10 British parents hardly ever take their children to the beach. Four in ten (42 per cent) state that they can’t get there easily and over a quarter (27 per cent) are put off by the high cost of travel. In spite of this, a resounding 95 beach 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 one in five kids (19 per cent) 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 per cent 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 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 per cent 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 one free return bus ticket for a local First Bus operated journey valid for three months.
“As Cadbury celebrates its 200th 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," said Olena Solodka, Brand Manager at Mondelēz. "While 95 per cent 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!”
The "99 Bus" can be booked here.
