Cadbury Trebor Bassett (CTB) is launching a limited edition range of Wispa bars this week featuring the members of Irish boy band Westlife.
The joint venture has been set up by Popworld, the multi-media music company founded by Simon Fuller, former manager of the Spice Girls.
Each bar will feature a Westlife member’s name carved into the chocolate. The band member’s signature and a potted history will also be included inside the wrapper. The Popworld brand will be featured on the pack.
Earlier this year CTB and Popworld joined forces to launch an on-pack promotion on Cadbury’s Dairy Milk and Twirl bars offering fans the chance to meet Westlife and S Club 7 at two private parties.
Popworld is developing ways to deliver pop content across television, WAP and the Internet, including Pop Points, a loyalty scheme which gives music fans exclusive privileges.
Channel 4 owns a minority stake in Popworld. It broadcasts a daily Popworld show on E4 and an hour-long special on T4 on Sundays.