The Mars bar will change the colours on its wrapper for the first time in its 78 year history - to support England in the World Cup.

Instead of its trademark black and gold colouring, the red and white of the flag of St George will adorn the packets of the chocolate bar.

On one end of the bar is the England three lions emblem.

The 'Mars' wording in the middle is still red but will be shadowed in gold and black.

The new-look limited edition bars are now available to buy and will be throughout the football tournament which starts on June 11.

Mars will also be sending stocks of the bars out to South Africa to give the likes of Wayne Rooney, Steven Gerrard and John Terry a boost.

Fiona Dawson, managing director of Mars UK, said: "Although we are an official supplier to the England team we are, more importantly, huge fans of England.

"Like every other England fan this year, we want to show our support in every way we can and changing our 'kit' is just one way of doing it.

"We also hope it will help rally the whole nation and encourage them to show their support too.

"Whatever happens in South Africa, we support the England football team all the way and this is the best way for us to show this.

Although this is the first time Mars has used different colours to the black, gold and red, it has tinkered with the packaging before in the name of soccer.

For the 2006 World Cup, the chocolate bar temporarily re-named itself Believe as a way of backing the England team.