Weight Watchers licensee Anthony Alan Foods has launched its first TV advertising campaign, which will cost £5m.

The advert (a still of which appears below) promotes Cherry Bakewells, one of Weight Watchers’ best-selling cake lines.

Marketing director Sarah Morgan said: "The advertising emphasises the combination of indulgence with a healthy option."

Advertising will also include posters and consumer magazines, as well as a major in-store promotional campaign with retailers, including Asda, Iceland, Morrisons, NISA, Sainsbury’s and Somerfield.