Consumers can claim £1,000 in cash if they find one of 75 winning golden Penguins hidden in specially marked anniversary packs. They can also get their hands on one of 7,500 Penguin money boxes by entering a prize draw.
"Penguin is one of the most popular and instantly recognisable brands in the UK and is a British family favourite. Approximately 430 million Penguin bars are sold each year," a spokeswoman said.
Penguin is sold in packs of nine, 18 and 27, priced at £1.05, £1.89 and £2.35.