A new candy bar from Mars Snackfood US, available only in California this year, is using a feminine packaging design to emphasize its appeal to women.

Fling candy fingers comprise a truffle-like filling on a layer of meringue, enrobed in chocolate. At 85 calories a finger, Fling is being positioned as a reasonable indulgence with the tagline, “Naughty but not that naughty.” Graphics on the flexible packaging reinforce the feminine orientation, with a cursive product name, pink-on-white color scheme and a delicate swirl-type design.