Nestlé Rowntree is throwing its Aero Bubbles Milk variant into the impulse ring backed by a £4.2m marketing push.

The Aero Bubbles Milk impulse bag, priced at 44p, is rolling out now and is targeted at women looking for a more indulgent everyday treat, said Graham Walker, UK trade communications manager, adding that he expected the variant to attract a high level of trial.

The move is the company's biggest impulse launch this year, following Aero Bubbles Peppermint, which entered the sector in 2005. The peppermint version made Aero the fastest-growing top 100 grocery brand, according to Walker.

The campaign kicks off next month with TV, internet and sampling activity.