Online campaigners have persuaded Cadbury Trebor Bassett to do a U-turn and bring back the Wispa bar it axed four years ago. It is releasing 23 million bars in early October but they will be available only as a limited edition for as long as stocks last. Wispa was originally launched nationally in 1983 and reached its peak two years later, when UK consumers bought 260 million bars, making it Cadbury's most successful launch to date and the second largest brand in its confectionery portfolio at the time. However, sales fell and the confectionery giant decided to scrap the brand when it extended its Cadbury Dairy Milk banner in 2003. It brought in Dairy Milk Bubbles - made from the flagship chocolate rather than Wispa's individual recipe - to replace it. Caramel and Turkish Delight also came into the Dairy Milk fold at the time. Cadbury said Wispa's relaunch had been prompted by consumer demand, particularly online activity. Social networking websites such as Bebo, MySpace and Facebook all have 'Bring Back Wispa' groups, with membership totalling thousands, according to the company, and there are also online petitions. Wispa's short-term reappearance is going down well with the trade. "As an in-and-out move, it's a good idea," said Richard Brittle, purchasing director at confectionery cash and carry Hancocks. "It will add a few ticks to the scoreboard and I am taking as many bars as I can." The relaunch will be backed by an outdoor poster campaign, a website and PR activity, all of which aim to stir feelings of nostalgia with the target audience of 20 to 35-year-olds who grew up in Wispa's heyday. Robert Opie, brand historian and founder of the Museum of Brands, said people had great affection for their childhood treats. "Knowing that a much-loved brand from our past is making a comeback is bound to titillate the memory buds," he added. Other defunct confec­tionery brands that have impressive online followings include Spangles and Pacers.

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