Cadbury Ireland hopes a £2 million investment in a new contemporary design for its milk tray brand will increase its sales by 10 per cent. An advertising campaign costing £200,000 and an extensive display programme running in most major retailers is planned to promote the new design.

The familiar "man in black" who delivers the chocolates to the lady "who loves milk tray" in old Cadburys advertisements, does not feature in the new advertisement, which instead is based on a "tale of sophistication, mystique and sensuality, with the women in control". However, the theme from the old advertisement does remain.

The Irish chocolate market is worth £240 million annually, with the "formal" gift chocolate sector accounting for approximately £30 million. Milk Tray, along with Roses, is the most popular product in this sector.

According to the company, the new design represents a serious commitment to "growing the confectionery market in Ireland".

The new product goes onto the shelves this week, with the new advertisement airing at the end of the week.