Women have come a long way since the 1990s, making advances in the workplace, pay gaps, and women's rights, but while the fight for a female-friendly chocolate bar was not on feminist's agendas, apparently it's a high priority for confectionery giant Cadbury.
In a bid to win back female chocoholics, Cadbury has launched its first new chocolate bar of the century aimed expressly at women with a campaign that has feminists furious.
The female-friendly chocolate bar named 'Crispello', is hitting the market with a $11 million ad campaign that has attracted criticism for being patronising towards its target audience.
The ad campaign, yet to be revealed, is reported to be a return to token '90s gender-based marketing, coincidentally the last time Cadbury launched a new chocolate bar with the light, also female-friendly Flake.
Advertisements for the new product will reportedly feature overflowing roll-top baths occupied by scantily-clad women, enjoying the chocolate bar which bears the patronising tag-line "a little treat for you".
The product itself has also been specifically designed to appeal to weight-conscious, time-poor, female chocolate lovers.
With only 165 calories per chocolate bar, the product comes in three parts so you don't have to indulge all at once and comes in a resealable pack.
"The mix of wafer and chocolate is a lighter way to eat chocolate and we know from experience that women are attracted to this particular format," a Cadbury spokesperson said.
"It will also appeal to women because it is in three separate portions so they can consume a little at a time rather than in one go."
According to industry research, annual sales of single chocolate bars have seen a market slump, and marketeers believe one of the main causes is women buying less chocolate in an attempt to be healthier.
But critics don’t believe Crispello is the answer, threatening to boycott the chocolate bar.
"I can't think of a man or woman who would like to be seen dead scoffing a Crispello," wrote UK newspaper The Telegraph women's editor Emma Barnett.
"Even the premise of trying to design a chocolate bar 'for women' seems unbelievably retro and just downright denigrating to ladies."
The gender-based campaign comes on the back of a surge in popularity in 'mummy marketing' techniques, which Marketing Magazine revealed is also struggling to work.
"Spare me the mummy marketing," was the collective cry of mothers interviewed in an investigation into the technique, which marketing experts have labelled dangerous.
"It's dangerous territory to hook a marketing campaign on a universal experience of motherhood," said co-founder of Mumsnet, Justine Roberts.
"Most parents I know share only one characteristic: they're knackered most of the time."
Stationery company Bic has also come under fire recently after releasing a range of pens for ladies seriously.
Boasting female-friendly features such as a "thin barrel to fit a woman's hand," and "elegant design just for her!".
The product received several snarky reviews online including this from one Amazon shopper.
"Finally! I had despaired of ever being able to write down recipes in a permanent manner… But, AT LAST! Bic, the great liberator, has released a womanly pen that my gentle baby hands can use without fear of unlady-like callouses and bruices, Thank you, Bic!"