Nestlé has unveiled a new KitKat Chunky bar inspired by New York cheesecake.

The move is another example of confectionery businesses taking inspiration from baked goods – the launch comes a few months after Mars Chocolate UK unveiled the Mars Choc Brownie bar.

And Nestlé last year rolled out a KitKat Chunky Cookie Dough variant, which it claimed was the number one chocolate singles launch in 2016.

The new KitKat Chunky New York Cheesecake bar will be available from 18 September with a recommended price of 65p – the same as a regular KitKat Chunky.

Nestlé said each bar “has the perfect balance of the taste of sweet vanilla and tanginess you would expect from a New York cheesecake dessert”, adding the flavour was on-trend and was designed to bring new consumers into the brand and category.

The launch is being backed with a £1.2m media push, with posters outside newsagents, as well as social media including Facebook, Twitter and a dedicated Snapchat channel.

When Mars Chocolate UK rolled out its Mars Choc Brownie bar earlier this year, Bep Dhaliwal, trade communications manager, said: “We know cakes and pastry snacking is the category most in growth among millennials. By combining this trend with our iconic Mars Chocolate, we’re confident we’ve created an innovative product that can help boost singles sales across the grocery and convenience channels and drive category growth.”