Cadbury Trebor Bassett (CTB) has signed up singer Joss Stone as its first celebrity Flake Girl.

The star will appear in the company’s TV ad campaign, which will feature the Flake moment with Stone singing, ’Only the crumbliest, flakiest chocolate’. The ads, due on our screens this month, form part of a £5m media spend on Flake.

Kate Harding, CTB trade communications manager, says: "Cadbury Flake has the second-highest consumer preference for any chocolate brand after Cadbury Dairy Milk. We anticipate that this campaign will be one of our most successful yet." 0870 1917343