Flake has been given a packaging overhaul to coincide with the second burst of TV advertising this year featuring the famous Flake Girl.

The updated packaging, which hits shelves next month, has been designed to appeal to women and includes cleaner graphics to give the brand a more indulgent look.

Brand owner Cadbury Trebor Bassett said sales of the core single Flake grew 17% when the Flake Girl was last on air in February.

"Since the Flake Girl was reintroduced, consumer interest has been greater and the new packs are expected to further drive sales and repeat purchase," said a spokeswoman.