Cadbury Trebor Bassett and Britvic Soft Drinks are launching a dual-branded Crunchie Tango chocolate bar.
The limited edition bar features both Crunchie and Tango logos on the wrapper and hits the shelves in October, priced at 35p.
The launch will be supported with a press and radio campaign funded by both companies.
Crunchie Tango is aimed at 16- to 24-year-old men in a bid to increase long-term sales for both Cadbury and Britvic brands. Cadbury is aiming to encourage more young men to buy Crunchie.
Cadbury Trebor Bassett marketing director Mark Smith says: “The &£1bn countline sector is impulsive by nature and innovation behind big brands like Crunchie is a key element in driving sales.”
Britvic marketing director Andrew Marsden adds: “Crunchie and Tango are a perfect fit in terms of personality. Both brands are exciting, fun, irreverent and young.”
Britvic says the product is part of its Right Choice category management strategy, which aims to make soft drinks a first purchase alongside crisps, snacks and confectionery.
A dedicated product website is also due to go live at www.crunchietango.co.uk in early October.