Spokesperson at Cadbury Tony Bilsborough claimed that the brand is an “icon” that has stood the test of time.
“We brought it back temporarily to see if the desire was genuine, but fans are still rallying so we took the decision to bring it back for good,” he said.
Bilsborough added that other firms have attempted to copy the bar but that Cadbury does not think they have been successful.
Trade communications manager at Cadbury Kate Harding in turn said that the company has listened to consumers and brought the bar back permanently after 20 million bars left the shelves across a seven-week period in 2007.
She stated that the distinctive features of Wispa will ensure that it continues to be popular but stores ought to see that it is promoted correctly.
“Dedicated point of sale will be available to highlight the launch and retailers are advised to create some in-store theatre around the brand to make the most of the opportunity,” she stated.
The move to reintroduce the chocolate bar was partially aided by an online campaign by fans on sites including Facebook and Bebo.
