Cadbury will scour the country to find the new face of Cadbury Milk Tray as they celebrate their 100th birthday this year.
In a new TV advert, audiences will see James Coombes, one of the original Milk Tray Men, call for wannabe candidates to step up to the mark and apply.
But, potential candidates must be "thoughtful, caring yet daring".
The polo-neck wearing figure, made famous for his escapades to deliver a box of chocolates to the lady he loves, has been synonymous with Cadbury Milk Tray for over 35 years.
Hortense Foult Rothenburger, senior brand manager at Mondelez International, said: "The Milk Tray Man has always been a much-loved character, but since the original ad aired in 1968 times have changed. In the past he was known as a daring action hero, and while a sense of adventure is still key to his character, what we want from today's Milk Tray Man is someone that is also thoughtful and goes the extra mile to put a smile of our face.
"With an application process that's open to all, we're confident we'll find a modern-day hero and new star of our ads – a thoughtful and daring individual that's ready to step up to the mark and take on this iconic role."
Anyone who is up for the role, or knows someone who is, should visit www.newmilktrayman.com
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