Nestlé Confectionery is launching a new Milkybar product with "sophisticated packaging" to extend the brands appeal to adults.

Anthem Worldwide has designed the packaging for Milkybar Raisin & Biscuit that will go on sale from 26 July backed by a £7m advertising campaign targeted at adults.

Nestlé said that while Milkybar was traditionally popular with children, more than 60% of Milkybar singles were bought by adults for themselves.

Graham Walker, Nestlé UK trade communications manager, said urged retailers to display the new product "away from kids confectionery and with eye-catching point of sale at the till".

"We fully expect Milkybar Raisin and Biscuit, with its sophisticated packaging and huge adult-focused media support to bring even more adults to the brand," said Graham Walker.

Milkybar has a 60% share of the white chocolate market that is worth some £70m in sales a year, or more than 130 million packs.