Nestlé is taking on Mars' Galaxy Minstrels with a Milkybar line targeting adults for the first time.
Milkybar Moments, which contains white chocolate inside a crispy shell coating, is designed to appeal to those who grew up with Milkybar and provide an alternative to Mars' milk chocolate brand.
Last year, more than a third of Milkybar products were consumed by adults, said a spokeswoman.
"Nestlé spotted a niche as there are no other white chocolate hanging bags on the market," she added. "We wanted to give adults their own version."
The product, which is rolling out now, contains only natural ingredients in the wake of the healthier stance adopted by Milkybar in October.
Sales across the Milkybar brand have increased 4.8% to £52m in the past year [Nielsen 52w/e 10 May]. This represents a turnaround for the brand since its relaunch, as sales fell 1.3% in the year prior to the healthier repositioning.