Cadbury has launched ice creams that it hopes will position the brand as a more "authentic" proposition in the cone category.

The new Cadbury Twist range is made under licence by Fredericks Dairies and uses new technology to give the cones a distinctive twisted top - more like the Mr Whippy style than traditional frozen cones. "This has allowed us to replicate the classic cone from an ice cream van," said a Fredericks Dairies spokeswoman. "We think customers will find it much more authentic."

Last year the company trialled the twist format but it has now improved the technique for a more authentic look.

The cones come in chocolate, chocolate & fudge and chocolate & mint and are finished with Cadbury Dairy Milk chocolate sauce. They are available in a four-pack box (rsp: £1.99).