Mars Snackfood has launched a chocolate bar in the US targeting women that want "guilt-free pleasure".

The Fling bar, with the tagline "naughty but not that naughty", is available exclusively in California, and contains less than 85 calories, the company said today (4 February).

The chocolate bar comprises of a 'finger' containing a truffle, that sits on a layer or meringue and covered in chocolate. It is available in three flavours: milk chocolate, dark chocolate and hazelnut.

"For Fling, we are taking a limited market launch for unlimited learning," said Thomas Pinnau, vice president of indulgence, Mars Snackfood US. "Our California launch is designed to deliver a successful brand and achieve our ultimate goal - to establish Fling within the consumer's chocolate repertoire."

From March, a 'tongue-in-cheek' regional print, television and online advertising campaign will launch behind Fling. 

The product will only be available at California-based grocery, drug, mass merchandise, convenience and specialty stores. The suggested retail price is US$0.79 for a single pack of two fingers and $3.39 for a multi-pack carton of ten individually wrapped fingers.