Double Cream will be available from the end of July. The brand’s initial budget will be £9m (US$13.7m), one third of which will go on television advertising. The three year budget stands at £34m.

Stir chocolate chips and salt into brown butter mixture; cover with a tight-fitting lid, and let stand for 3 minutes. Uncover and whisk the melted chocolate mixture, scraping up the toasty bits ...