Cadbury Eclairs Velvets is hitting TV and cinema screens this month to promote the new product to shoppers.

The ad describes the sweet’s softer take on the much-loved classic, and forms part of a £2m marketing investment behind the brand this year. The campaign also includes video on-demand, digital, sampling and in-store activity.

Kaitlin Williams, candy brand manager at Mondelez International, encouraged retailers to stock up. She said: “We’ve already seen some great success with Cadbury Eclairs Velvets, with value rate of sale already matching our Cadbury Eclairs Classic SKU.”