Robbie 'our choice to be Milk Tray man'

Cadbury bosses are hoping to sign up Robbie Williams as the Milk Tray man for a new campaign.

The star is thought to be the ideal candidate to step in as the all-action figure who battles his way to deliver a box of chocs.

The ad became a hit in the Seventies when the Milk Tray man was seen pulling off a series of James Bond-style stunts to hand over the gift with the payoff "All because the lady loves.....".

A spokeswoman for Milk Tray - made by UK choc giant Cadbury Trebor Bassett - said: "Robbie, is the number one choice to take on the new Milk Tray ad due to his magnetic style and charisma, as well as a unique sense of humour."

Scripts for the ad are being kept under wraps but ad chiefs say they have been written to showcase Robbie's looks and physique.

However they want to portray the new Milk Tray man as having brains as well as brawn.

The spokeswoman for the brand said Williams's agent has been approached about the role.

"If Robbie does accept the role the ad will surely have women across the UK swooning," she said.

A national hunt for a glamorous leading lady may be launched.

Last year Williams was given complete control of an ad he did for Pepsi with cash from the deal going to his own charitable trust.