Consumers of Milkybar, Rowntree’s and Smarties are being given the chance for kids to go free on family days out with hundreds of mini adventures to choose from.

Kids Go Free will feature on a range of formats, including sharing bags, blocks, multipacks and minis. The company claims that this promotion offers great value for money as participating packs can be exchanged for one free kids ticket when you buy a full priced adult ticket, or, two for one kids’ tickets.

A host of venues across the UK are taking part in the promotion, including zoos, safaris, farms, wildlife sanctuaries, aquariums, castles, historic houses, dry ski slopes, and museums.

To redeem their pack, consumers must simply go to the website address on pack and search for the attraction they wish to redeem their code for. They will then be able to print their ticket or download an e-ticket to show at the selected venue.

The Kids Go Free promotion is being supported by a digital media campaign, including online advertising and social media, such as Facebook.

On-pack promotions offer an excellent way for convenience retailers to boost their confectionery sales, as they are proven to increase both penetration and frequency of purchase, claims the company. In order to maximise sales convenience retailers should be sure to stock up at launch and ideally display off-shelf, so shoppers cannot miss it.