Cadbury Creme Egg fans will be able to indulge themselves all year round thanks to the introduction of a permanent variant in the Dairy Milk range.
Cadbury Dairy Milk with Creme Egg, which will be launched on April 24, will provide consumers with another way to eat theirs and is a combination of the UK's bestselling chocolate bar with a fondant egg filling. It is designed to fulfil the cravings of Creme Egg lovers, who have until now only been able to buy it between January and Easter.
Mike Tipping, Cadbury Trebor Bassett's head of customer relations, said the bar format would give the Creme Egg brand stronger snacking credentials and make it a more everyday impulse purchase.
"Cadbury Dairy Milk is driving the important snacking today sector," he said. "This new variant offers retailers the chance to drive impulse purchases."
The bar is being supported by a £3m marketing campaign, including nationwide sampling. TV ads, with Coronation Street credits, will also break in May.