Cadbury First Bus Flake 99 service launched in Southend

Cadbury Flake and First Bus teamed up to create the 'Flake 99 Bus', a free, pre-bookable service taking families straight to the seaside, after research from the chocolate makers revealed the majority of parents find it too stressful to organise day trips to the coast.

A youngster enjoying her free ice cream (Image: Jack Hall/PA Media Assignments)

The one-off services ran from Tower Hill to Southend across Saturday and Sunday, after 59 per cent of the capital's parents confessed they only take their youngsters to the beach on rare occasions, despite only being an hour away from the coast.

As well as travel to and from the beach provided by First Bus, families were also greeted upon arrival in Southend 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.

Seaside staple - A family enjoys an ice cream during the 'Flake 99 bus service' (Image: Jack Hall/PA Media Assignments) An ice cream van handing out the sweet treats (Image: Jack Hall/PA Media Assignments)

Commenting on the launch, Olena Solodka, brand manager at Mondelez, says: “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.

“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!”

Parents got their own Flake 99s too (Image: Jack Hall/PA Media Assignments)

Families were able to enter a ballot to book onto the service via a dedicated website until 25th July, with more than 300 places up for grabs.

Each passenger on the 99 Bus also received a free return bus ticket for a First Bus operated journey in the area, valid for three months, to make it easier for the families to arrange another visit to the south Essex seaside.