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!”
CÎROC Super-Premium Vodka has unveiled a brand-new limited edition spirit drink: CÎROC Strawberry Limonade. The launch marks the brand’s first coloured liquid, giving consumers a taste of the sun-kissed coastline of the French Riviera.
Launching just in time for summer, CÎROC Strawberry Limonade is the perfect luxury drink for after work drinks, picnics, or just relaxing at home with friends. Strawberry and lemon flavoured variants have high purchase intent among spirit drinkers, with this latest launch giving retailers the opportunity to drive more volume in the category.
“We’re constantly looking to redefine the luxury drinking experience and elevate the premium spirits category through flavour,” said Pippa Lewis, Senior Brand Manager at CÎROC Vodka.
“I’m delighted to launch CÎROC’s first coloured liquid, a shade of pink that mirrors the hues of a Riviera sunset – reminiscent of sun, beaches and lively soirées that define the Riviera experience. A delicious tasting spirit made with vodka distilled five times from fine French grapes infused with strawberry, lemon and other natural flavours, CÎROC Strawberry Limonade can complement any occasion.”
This launch will be supported with Social and Digital OOH media from April to September. To further amplify the launch, there will be terrace takeovers and cultural partnerships, to encapsulate the spirits of the French Riviera and celebrate the beauty of the South of France.
CÎROC Strawberry Limonade is available to order now, with official launch as of April 1 across grocery, wholesale and digital channels in a 70cl bottle at 30 per cent ABV. (£35.50 MRSP)
Vaping manufacturer ELFBAR has launched the ELFX Pro Classic Edition, the second device in its ELFX series. The new release further expands ELFBAR’s range of reusable vaping products.
Designed as an accessible entry point to open pod vaping systems with a focus on convenience, the latest device advances the series with enhanced features for greater customisation and performance, and a colour screen for precise control.
The ELFX Pro Classic Edition can be refilled with nic salts, including ELFLIQ, the same e-liquids found in ELFBAR single-use and prefilled pod devices, giving access to the range of the flavours the brand is recognised for. The top-fill design of the device’s pod makes it easy to fill and features a leak-proof structure, offering a mess-free experience that sets the series apart from standard open pod systems.
Colour Screen Interface for Complete Control A standout feature of the ELFX Pro Classic Edition pod kit is its colour screen interface, providing an easy way to personalise settings, track real-time vaping usage and monitor battery life.
The device can also switch between two performance modes, Economy and Turbo, at the press of a button. Economy Mode doubles the coil’s lifespan and conserves e-liquid for extended use, while Turbo Mode boosts power for increased vapour production and richer flavour.
A sliding switch for airflow adjustment provides further customisation, allowing for a tighter, more intense draw or a smoother, airier one.
Long-Lasting Battery Life Equipped with a powerful 1200mAh battery, the device supports long-lasting vaping, recharges in 30 minutes and can be used while charging.
Dual Mesh The open pod kit includes two 2ml refillable pod cartridges – one with 0.6Ω resistance for richer flavour and denser vapour, and another with 0.8Ω resistance for a smoother draw and longer battery life. The choice allows individuals to further tailor their vaping experience based on preference.
The 2ml pods feature ELFBAR’s QUAQ DUAL MESH technology to double the coil's lifespan.
Sleek Aesthetic, Award-Winning Design Made from durable aluminium alloy with a premium vegan leather finish, the ELFX Pro Classic Edition combines style and durability – earning it a prestigious iF Design Award and a MUSE Design Award. The leather texture adds a touch of sophistication while providing a comfortable, non-slip grip and the device is available in seven colours.
“The ELFX Pro Classic Edition reflects ELBAR’s commitment to innovation and giving retailers a range of reusable vaping devices to offer adult smokers and ex-smokers as an alternative to single-use vapes," said said Chris Kader, head of PR and communications for ELFBAR in the UK.
“With advanced customisation options and enhanced performance, the newest addition to the ELFX series is designed for those who want to personalise and fully control their vaping experience.”
Wray & Nephew today (20) unveiled Wray’s 43, a limited-release white rum crafted for full-flavour, easy-to-mix drinks. It will be available exclusively to convenience retailers via Booker.
Bottled at 43 per cent ABV, Wray’s 43 is a unique blend of unaged Jamaica white rum with notes of rich fruits, charred pineapple, and molasses.
While inspired by the iconic Overproof, Wray’s 43 is not a diluted version but a distinct expression, offering a smooth, naturally sweet profile while retaining the bold character Wray & Nephew is known for.
Considered ‘a fresh way to Wray’, Wray’s 43 is now available exclusively through Booker for convenience store distribution and Amazon for direct consumer purchase (RRP £25).
With its full-bodied character, Wray’s 43 is ideal for long drinks, pairing perfectly with mixers like pineapple juice, ginger ale or coconut water.
The signature serve - Wray’s 43 & Pineapple – combines 25ml of Wray’s 43 topped with pineapple juice and garnished with either fresh pineapple or a lime wedge.
David Morrison, Deputy Master Blender at J. Wray & Nephew, said: “The launch of Wray’s 43 is an exciting new exploration for us. We have listened to our community and are providing rum lovers with a fresh way to experience the tropical flavours of Jamaica rum whilst staying true to the product’s authenticity. Full-flavour guaranteed!”
With 200 years of rich heritage, J. Wray & Nephew has been an intrinsic part of Jamaican culture since its founding in Kingston in 1825.
Wray & Nephew is synonymous with authenticity and craftsmanship, with all Wray & Nephew rums, including Wray’s 43, distilled and bottled in Jamaica, ensuring that every bottle delivers the true spirit of a Jamaica rum.
Rooted in nearly 200 years of Jamaican rum-making tradition, Wray & Nephew is an iconic brand synonymous with the island’s vibrant culture and craftsmanship.
Beyond the bottle, Wray & Nephew is passionate about uplifting and supporting the Black-British community through initiatives such as its Wray Forward programme.
iPRO, the hydration brand renowned for its innovative and health-conscious beverages, is thrilled to announce that global social media sensation Abdu Rozik has officially joined the iPRO family as its newest ambassador.
Abdu Rozik, known worldwide for his charismatic personality and extraordinary journey, is a singer and internet star with a massive social media following. Boasting over 8 million followers on Instagram, over 996k on TikTok, and a loyal fan base on platforms like YouTube, Abdu has become an inspirational figure for millions.
His unique story of overcoming challenges and his vibrant content resonate deeply with audiences across the globe, particularly in the Middle East, where he has cultivated a strong and devoted fan base.
With a growing presence in the Middle East, including the UAE and Saudi Arabia, iPRO has cemented itself as the go-to brand for consumers seeking effective and natural hydration options.
The brand is recognised for its dedication to healthy, active lifestyles, aligning with the evolving needs of health-conscious consumers worldwide.
iPRO Hydrate: A scientifically formulated hydration drink with electrolytes to hydrate faster than water. Packed with 100% daily vitamin C and added B vitamins, iPRO Hydrate is naturally sweetened with stevia and contains no caffeine, artificial flavours, or colours.
iPRO Juice Drinks: Made with 100% natural ingredients, including real fruit juice and with no added sugar, this range offers a delicious and wholesome beverage choice for those who value natural ingredients.
Both product ranges are environmentally conscious, with packaging that is fully recyclable. Additionally, the iPRO Hydrate 500ml range incorporates 30 per cent recycled plastic as part of the brand’s commitment to sustainability.
“We are absolutely delighted to welcome Abdu Rozik to the iPRO family," said Lucy Darrall, Country Director - United Arab Emirates. "Abdu embodies positivity, resilience, and a strong connection with his audience, which aligns perfectly with iPRO’s values. We look forward to creating fun and engaging content together, bringing our hydration to life for the Middle East audience and beyond.”
The collaboration aims to create impactful and relatable campaigns that will highlight iPRO’s innovative products while celebrating Abdu Rozik’s authenticity and magnetic appeal.
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PureOaty announces market-leading low carbon footprint of breakfast range
Glebe Farm Foods has announced that, following independent analysis, the carbon footprints of its PureOaty porridge oats and granola retail packs are well below the industry average.
This means that by switching to PureOaty consumers could reduce their own carbon footprint, the firm noted.
The review was executed by environmental impact assessment organisation My Emissions, which evaluated four key areas: farming, processing, packaging and transport.
PureOaty achieved a score of just 0.18 kg Co2e per pack of porridge (with organic porridge scoring an even lower score of 0.10kg Co2e per pack), and 0.28 kg Co2e per pack of granola.
In comparison, the industry average stands at 0.67kg Co2e per pack for porridge and 1.13kg Co2e per pack for granola.
This translates to PureOaty products contributing to a significant reduction in greenhouse gas emissions, with an annual saving of 25.48kg Co2e per pack for porridge and 44.2kg Co2e for granola – the equivalent of driving 120km and 210km in an average UK car, respectively!
While oats used in many other products are imported from across Europe, Glebe Farm Foods takes a field to table approach, sourcing grain within a radius of 70 miles of its Cambridgeshire farm. It also grows, processes and packs its product all on one site, thanks to its state-of-the-art Tetra Pak plant. This ensures that the entire process, from milling to packing, covers a mere 150 metres, eliminating up to 100,000 miles of HGV transport.
Glebe Farm Foods also boasts three innovative biomass boilers, which enable the manufacturer to mill oats using steam power generated by chaff, thus avoiding the use of fossil fuels.
“Hot on the heels of our industry-leading My Emissions result for PureOaty Barista, we’re delighted to continue to lead the carbon reduction charge with an incredibly low CO2e score for our Porridge and Granola packs,” Philip Rayner, managing director, Glebe Farm Foods, said.
“With sustainability increasingly part of retail and foodservice buying decisions, and businesses across FMCG looking to improve their overall green credentials, we’re proud PureOaty offers this point of difference.”