Jacob's aims to capitalise on the video and DVD release of children's box office hit film Ice Age for its first Iced and Choc Gems promotion in five years.
The six-week, on-pack offer, which runs in multiples from mid October, aims to establish the mini biscuits as kids' lunchbox regulars.
Consumers get the chance to claim an Ice Age lunchbox ­ featuring an interactive game ­ for 99p with two special tokens, while an online competition accessed through the Ice Age website gives them the chance to win a family holiday to LA.