Kraft is launching its chocolate pretzel brand Mikado in the UK, backed by a £3m marketing campaign.

The pretzel sticks have been popular in France and Japan for years and still carry the logo of French biscuit maker Lu, which was bought by Kraft in 2007.

With chocolate only at one end to allow consumers to hold them, they would tap into consumer enthusiasm for on-the-go eating, said Kraft. “This is an opportunity for c-stores to make the most of busy customers who want a quick snack on the move - its compact and portable packaging makes it perfect for pockets and handbags,” said Jack Pipe, Kraft convenience sales director.

Mikado will hit the shelves of major multiples this month at an rsp of £1.19 for a 75g pack. The £3m support includes plans for a heavyweight TV campaign in June.