Following nearly 10 years away from TV screens, Cadbury Trebor Bassett has unveiled its new-look Bertie Bassett character.

The move is part of a strategy to help consumers easily locate products in store, while increasing profits for retailers. Chris Morgan, customer relations director, said: “The move to build on Bertie’s personality, as well as his brand icon status, is a logical one, reflecting his huge and diverse depth of character.”

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