Masterfoods is to introduce a limited edition dark chocolate version of its iconic countline Mars bar.
Available across all outlets from the beginning of next month for four weeks, Mars Midnight aims to deliver a "more sophisticated taste" than its established sibling, according to the company.
Besides dark chocolate, it contains vanilla extract, caramel and soft nougat, and is aimed at 18 to 30-year-olds ­ particularly women. It will be the brand's first variant since last year's £7.5m relaunch with the slogan Pleasure you can't measure'.
Trade relations manager Sam McElligott said the company anticipated a high level of consumer interest.