Milkybar is adding more milk to its recipe and driving sales with TV and outdoor advertising.

The new recipe will increase the amount of milk from 26% to 37.5%, making it the brand’s main ingredient. Milkybar bars, buttons and sharing bags will be affected by the change.

The brand is promoting the new recipe on its packs and with a £4m campaign that will run from May 29 until September.

Milkybar is also launching a new website that contains information about the brand, as well as recipes, quizzes and colouring-in sheets.