Diva Joss Stone is new Cadbury's Flake girl

Joss Stone: 'She reflects the Flake girl's atittude to life'

Now the Cadbury's Flake girl is to regenerate ... into the glamorous shape of soul singer Joss Stone.

The 20-year-old is to star in a TV advertising campaign which will be launched next spring aimed at revitalising one of the oldest chocolate brands in Britain.

There was no word last night on whether she will consume the "crumbliest, flakiest chocolate" in the same sensual way that previous Flake girls have.

The sexy adverts have often provoked controversy.

In the 1970s one was taken off the air after complaints about the suggestive way in which the girl bit into the chocolate.

The theme of the adverts has always been to focus on lone girls enjoying their own private "Flake moment".

The first one appeared in 1959, but the commercials were killed off in 2004.

They were relaunched this year, however, to give the brand a boost after sales fell by 15 per cent in two years.

Now Miss Stone, who has sold more than 10million albums since rising to fame four years ago, is the girl that Cadbury hopes will take the Flake back to the top of the chocolate charts.

A Cadbury spokesman said the company has chosen Miss Stone because "she reflects the Flake girl's attitude to life".

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Trade magazine The Grocer reported that demand for the chocolate bar, which was developed in 1920, has fallen as consumers switch to different treats.

Sales fell 4.2 per cent to £59.6million in the past year following an 11 per cent fall in the previous year.

The Grocer said the Flake is now tenth in the list of top-selling chocolates.

Cadbury spent £5million at the start of the year to try to halt falling sales and in September gave the Flake new packaging.