Streets, part of The Magnum Ice Cream Company, has partnered with children’s television series Bluey to launch Streets Bluey Frozen Treat in Australia.
The launch follows research commissioned by Streets, which found more than half of Australian parents enforce some form of rule around children eating ice cream. Only 37 per cent allow their children to eat it however they want, mess and all.
However, 79 per cent of parents said they would rather their children remember everyday moments together than one big holiday or trip. One in five (20 per cent) said they are stricter about the mess caused by children eating ice cream than their own parents were when they were children.
Streets marketing manager Juliette Fleming said the findings showed that parents value everyday activities with their children.
“Our research shows that what Australian parents actually want for their kids isn’t the big-ticket holiday – it’s the small, everyday stuff,” she said. “But while parents value those simple moments, the research shows a real gap between that instinct and what we actually let happen day to day.”
The company said Bluey Frozen Treat was developed around unplanned family ice cream occasions. The mixed berry flavoured frozen treat is rolling out nationally and is available from supermarket freezers.
A free Bluey’s Beach Day event was also held in Brisbane on September 19-20 as part of the product launch.
- Further reading: Streets partners with The Collagen Co on limited release.
