The biggest countline innovation from Masterfoods in more than a decade will be available this month in the form of Mars Delight.

The new product, with its two chocolate covered, rippled wafers with caramel and chocolate cream, is targeted to take the confectionery market by storm, according to Masterfoods’ trade relations manager Sam McElligott.

“It comes from the Mars portfolio for a start and we feel that we have a good mix of launch noise and support,” she said. “Trade response to date has been extremely positive.”

Mars Delight has a rrp of 36p for a 40g bar, and is being supported by a £15m campaign, including TV advertising which will run with the strapline ‘Mars Delight, a surprisingly delicate version of a classic’. There will also be a national radio campaign, PR and sampling.

Five-packs (£1.80) will follow later in the year.

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