Cadbury Trebor Bassett (CTB) has launched a new version of its Creme Egg.

Cadbury Creme Egg Twisted has the Creme Egg ’goo’ twisted inside a chocolate tube.

According to CTB, the new bar replaces the Cadbury Dairy Milk variant, and the launch aims to provide consumers with the Creme Egg experience all year round - not just at Easter.

The launch will be backed by a £2m marketing spend including TV ads carrying the strapline "It’s no Creme’s Twisted!", which will show the wreckage of a Creme Egg morph into the new bar.

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