Food architects Bompas & Parr are taking Fox’s Rocky brand to new heights with a chocolate climbing wall.

For one week in April, visitors to Alton Towers in Staffordshire will have the chance to scale Mt Rocky - a 10m-high wall partly made from chocolate. It features a scratch-and-sniff coating, a non-edible chocolate waterfall visitors can swing through on a rope, and a separate area featuring a flow of edible chocolate.

The wall is the centrepiece of the brand’s new Mt Rocky campaign which includes in-store, PR and digital activity. From next week, packs of Rocky will be available in Mt Rocky packaging with on-pack entry vouchers to Alton Towers Resort.

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