Mondelez International is turning its sights on female consumers with its new Cadbury Crispello, designed to appeal to women with its soft texture and low-calorie benefits.
A Cadbury spokesman said, "The mix of wafer and chocolate is a lighter way to eat chocolate and we know from experience that women are attracted to this particular format."
Cadbury Crispello consists of curved crispy wafer shells, each one filled with a smooth creamy center, dipped in Cadbury milk chocolate, containing 165 calories in three re-sealable packages.
The separate pieces make it easy to control how much you eat and is also a great way to be generous with others.
A new flavour called Cadbury Crispello Vanilla Velvet will be introduced in July 2013.
Crispello is also advertised on Twitter with #hellocrispello, where consumers can share their chocolate indulgence experiences.
Its TVC, called "A lovely little naughtiness", shows a lady spending quality time with her boyfriend's parents.