Cadbury Trebor Bassett has added a new variant to its Flake brand.

Flake Dipped is a traditional Flake bar covered with milk chocolate, making it easier to eat on the move.

Snowflake – the white chocolate version of Flake – will also now be known as Flake Snow, as part of a repositioning of the brand.

The launch of Flake Dipped will be supported by a £2.5m media programme including TV advertising and a direct mail campaign. CTB advises retailers to block all three flake packs together.

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