Ben & Jerry’s is celebrating its 40th birthday with the roll out of a new Birthday Cake flavour.

The tub contains vanilla cake batter ice cream with pink frosting, stawberry swirls and cake peices.

The launch is being supported by a £3.5m marketing campaign spanning TV, digital, PR and outdoor communications.

Christina Dunn, Ben & Jerry’s UK and Ireland country business leader said: “We know that our fans like to gift Ben & Jerry’s to their friends, so new birthday cake responds directly to this insight, with a new addition to our flavour family ideally suited for the gifting occasion.

“We’ve also seen an increasing desire for innovation when it comes to birthday cakes, with boundaries being pushed from traditional designs to impressive, bespoke creations.”

The tub design of birthday cake features colourful confetti and a bright red bow on top and front of pack for fans to gift a tub to friends (or keep to themselves).

In-keeping with the rest of Ben & Jerry’s flavour family, the pack also features a visual of the ingredients inside the tub as well as the Fairtrade logo.

Ben & Jerry’s Birthday Cake has an rrp of £5.49.