Joss Stone has been signed up as the new Cadbury Flake girl.
The soul singer will star in a TV advert which will be radically different from the sexy campaigns of old.
Filmed last week, the commercial features Joss, 20, in a recording studio working on a new song.
She spots a Flake bar, picks it up and tastes it. Then she sings under her breath the famous line: "Only the crumbliest, flakiest chocolate."
The TV campaign will air next spring in a bid to help boost sales of the flagging chocolate bar.
A source said: "The idea was to reference the old adverts but bring a new feel to them. Joss was chosen because she is sexy but in a young, fresh way.
"Instead of her doing a big version of the advert, it will be her eating the bar, remembering the song and singing it to herself.
"Joss is funky and spontaneous rather than sultry."
A Cabury spokesman said: "She reflects the Flake girl's attitude to life."
Joss follows a long line of women who have appeared in the adverts, which started in 1959.
One of the most famous was Bond girl Eva Rueber-Staier from 1971.
Cadbury killed off the Flake girl in 2004 but revived her earlier this year with model Alyssa Sutherland. The new ads were not considered a huge success.
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