Typical - you wait years for a range of flavour-changing confectionery and then two turn up.

Just weeks after Wrigley unveiled Flavour Morphs Starburst, Perfetti Van Melle has announced Fruit-tella Magics that change flavour as they are chewed.

Magics will be available as single sticks (rsp: 44p), multipacks (rsp: £1.48) and bags (rsp: £1.25), and will be backed by a national TV push.

PVM has also refreshed Fruit-tella’s packaging.