Streets has teamed up with popular children’s series Bluey to launch a new frozen treat, tapping into the brand’s focus on family, play and everyday moments.
The new Streets Bluey Frozen Treat is a mixed berry-flavoured frozen treat made with natural colours and has rolled out nationally across convenience stores and selected retailers, including Ampol and BP outlets. Multipacks will also be available at Coles and Woolworths supermarkets from late October.
The launch comes as new research commissioned by Streets highlights the role ice cream and frozen treats can play in creating spontaneous family moments.
Research among 1010 Australian parents with children aged two to 12 found 79 per cent would rather their children remember “a lifetime of small, everyday moments together” than one big holiday or trip. At the same time, 28 per cent said they have less unplanned, spontaneous family time now than they did five years ago.
Streets is positioning the Bluey product around those informal family occasions, encouraging parents to embrace the mess and spontaneity associated with enjoying a frozen treat.
“Our research shows that what Australian parents actually want for their kids isn’t the big-ticket holiday – it’s the small, everyday stuff,” said Juliette Fleming, marketing manager at Streets.
“That’s exactly the kind of moment the new Streets Bluey Frozen Treat is built for: the unplanned trip to get ice cream, sandy feet, no schedule.”
The research also found that only 37 per cent of parents allow their children to eat ice cream however they want, while 58 per cent enforce some form of rule. Meanwhile, 82 per cent believe children genuinely enjoy ice cream more than adults do.
For Streets, the launch brings together a familiar family entertainment property with a frozen treat designed for an increasingly valuable retail occasion – simple, spontaneous moments shared between parents and children.
The Bluey Frozen Treat is available nationally now, with multipacks set to reach major supermarket shelves from late October.
