Swizzels has partnered with Day Out With The Kids to launch exclusive discounts on its variety packs and launched a promotion for shoppers.

The promotion will allow shoppers to have a chance to win one of 5,000 annual VIP passes, which offer hundreds of discounts on attractions across the UK, including theme parks, aquariums and zoos.

If customers choose a pack which is not a winning pack, they will receive a free three-month family pass with every purchase.

The promotional packs were designed to support retailers in boosting sales over the FIFA World Cup 2026, summer holidays, Halloween and Christmas break between July and December.

The offer is available from July and extends over to £1.25 price-marked packs, which enables retailers to highlight the overall value for money and drive purchases.

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To participate in the competition, shoppers need to scan the QR code on the purchased pack or visit the company’s website and enter details to find out if they have won.

James Morgan, chief executive officer at Day Out With The Kids, said: “In collaborating with Swizzels, we can bring thousands of discounted days out to more families across the UK. With every purchase of a variety pack, people can access cheaper tickets for an endless range of attractions, whether they’re at home or on holiday, saving money at a time when it really counts.”

The launch will be backed by a nationwide audio campaign across broadcast and digital radio as well as podcasts.

This marketing campaign will be centred around the role of Swizzels products and will help to raise awareness and boost sales at stores.