Pop star Joss Stone has been signed up as the latest Flake girl in a new TV campaign, The Grocer has learned. The campaign, on TV next spring, is being launched as part of a wider bid to reverse declining sales. Sales of the Cadbury brand fell 4.2% to £59.6m in the past year, as revealed in our Top Products Survey on page 79 - although this was a big improvement on last year's 11% slump. CTB also gave Flake new packaging in September. Kate Harding, CTB acting head of customer relations, said the company had chosen Stone because "she reflects the Flake girl's attitude to life".