New Time Out Wafer features three layers of chocolate sandwiched between sheets of wafer. The 111 calories bar comes in pricemarked packs with a 35p flash.

The launch is being supported by POS, including free standing display units, gutter trays, dump bins and counter units.

Cadbury singles marketing manager at Mondelez International Nuria Antoja, said: “We’re seeing increasing consumer demand for lighter snacks, and Cadbury Time Out Wafer meets this need particularly well. The product has proved highly successful in our testing, and we’re confident it will be a big hit with customers and help drive category growth.”

Paul Mather of Sherston Stores in Wiltshire was confident that the product would perform well. “I am sure that the combination of a proven brand, great price point and clear calorie count will make it a real winner.”

Paul Donegan, manager at News on the Wharf in Canary Wharf, London, was equally convinced. “I think this is a wonderful idea, It’s ideal for a light bite, just what some consumers are looking for. I’ll definitely be stocking it.”

Up in Manchester, John Radergo of Lakeland in the City said: “This makes for a great snack for an afternoon break. The POS and PMP will definitely help the product stand out and drive sales.”