Maltesers is getting support from several sides over the summer season, thanks to activity backing both impulse and grocery ice cream lines and new TV advertising for the bitesize confectionery countline.

Masterfoods has teamed up with online women's 'mag', with a microsite featuring competitions to back the impulse ice cream stick, while sampling for the grocery four-bar pack will take place at major stores in several cities.

Meanwhile, a £2m TV campaign focuses on the countline containing fewer than 190 calories a bag. When one bored office worker discovers how few calories she's eating, she says she doesn't feel naughty enough and so lifts her top to flash at a colleague.