Brits declare going to the seaside as the most British summer activity, with over half agreeing. As a mid-August heatwave hits the UK, a survey found that 51% view a beach trip as the quintessential British day out. Despite this, many parents admit rarely taking their children to the beach, potentially losing out on nostalgic memories like playing in the sea and enjoying ice cream. In an effort to promote seaside experiences, a bus service by Cadbury Flake 99 provided families with a classic beach day in Southend-on-Sea. The initiative aims to help families create cherished seaside memories.