London: Cadbury is launching a chocolate bar aimed just at women, in an attempt to win back lost sales among the diet-conscious, it has been revealed. The Crispello is the first new chocolate bar launched by the company since the 1990s and will be backed by a 7-million-pound advertising campaign, a daily reported.

Industry research shows that annual sales of single chocolate bars have fallen by some 6.6 percent in a market worth around 800 million pounds-a-year.

Evidence suggests that this slump is almost entirely caused by women buying less chocolate. Cadbury, owned by American food company Kraft, believes the Crispello will particularly appeal to women who are worried about putting on weight. The new bar comes in at 165 calories, compared with 260 for a Mars bar.

The Crispello, which is similar in taste and consistency to Ferrero Rocher chocolates, has three chocolate-covered wafer shells with a soft milk chocolate filling.

It is designed with a resealable pack so it can be eaten one piece at a time. The Crispello will be sold under the slogan "A little treat for you," on the basis that women can enjoy it without feeling guilty. The 30-gram bar will go on sale on October 8 with a recommended price of 50 pence.

(Agencies)

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