New Mikado is an ultra-thin crunchy biscuit stick covered with smooth milk chocolate, with one end left uncoated to make on-the-go eating even easier.

And with the snacking biscuits sector booming, achieving 6.9% growth and valued at £98.2m (AC Nielsen 52 w/e Feb 21, 2009 GB unit sales), Mikado says it may be able to help convenience retailers take advantage of this sector.

The brand is supported by a £3m media investment this year including TV, digital and outdoor advertising - each communicating the quirky personality of the brand.

The Mikado ’on-the-go’ 39g (17 sticks) snack pack (rrp 69p), featuring a ’flip top’ opening for convenient snacking, claims to be perfect for impulse purchases and has real shelf appeal.

To celebrate the launch, Mikado is giving away £250-worth of the new 39g snack packs to one retailer.