Kraft Foods is set to launch Crispello on 8 October, the first new Cadbury countline bar since the 1990s.
The individually-portioned bar consists of three light, crispy wafer shells, filled with a light, creamy centre, covered in a layer of Cadbury milk chocolate.
Kraft Foods anticipates that the Cadbury Crispello will help to drive sales to women in the singles market, and help turn around the recent 6.6% MAT value decline, which has been driven, in part, by fewer sales to female customers.
Toby Smart, brand manager at Kraft Foods, said: "Crispello is a lighter way to enjoy the nation's favourite chocolate taste."
The launch of Cadbury Crispello will be supported with a £7m marketing campaign. In 2012 this focuses on women's press, outdoor advertising and point of sale.
By Lisa Jenkins
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