Mondelez is extending Cadbury Eclairs with a ‘soft’ variant backed by a £2m push.

Rolling out next week in a sharing bag format, Cadbury Eclairs Velvets feature a soft caramel and ‘chocolatey’ centre (rsp: £1.99).

The newcomer joins the Classic version and the Orange and Hazelnut Twist variants - launched last June - on shelf, and will initially be available in £1 price-marked packs to encourage trial.