The new matt packaging aims to give the brand a more contemporary look and ensure stronger stand out on-shelf. It has been designed to meet changing consumer trends and drive growth. CTB is also launching a range of new pack sizes.

All activity is being supported by a £17m marketing campaign including TV ads. This is the biggest spend for the brand to date. The next campaign will highlight the glass-and-a-half full of fresh, natural milk that goes into every half pound of the chocolate.

The new Cadbury Dairy Milk 140g range will gradually replace 100g variants, and a 230g range will replace 250g bars, both available in new packaging.

The 140g (rrp £1.09) and 230g (rrp £1.70,) come in outers of 18. The 140g range is available to independents in 99p price-marked packs.

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