For 40 years, the Flake girl has nibbled seductively on the same brand of chocolate, with no apparent ill-effects on either her figure or her complexion.

Now the enduring advertising icon is undergoing its latest regeneration, with soul diva Joss Stone becoming the face – and the voice – of Britain’s “crumbliest, flakiest” chocolate.

However, the new TV commercial will be decidedly less suggestive than previous ones, to the relief of the 20-year-old’s concerned mum, Wendy.

In the adverts, Miss Stone, the first celebrity ever to advertise Flake, is seen working on a new song in the BBC’s Maida Vale recording studios.

During a break, she spies the chocolate bar and nibbles it, prompting her to sing the famous jingle: “Only the crumbliest, flakiest chocolate tastes like chocolate never tasted before.”

Read more from the Daily Mail.

It looks like Joss is quietly assembling another small US tour. Another date has popped up!

Joss has an April 5 date in Indio, CA at the Fantasy Springs Resort Casino. Tickets, priced $29, $39 and $59, are available Friday via the casino’s website and by phone.

Joss has been a regular in NYC this weekend for the Mercedes-Benz Fall 2008 Fashion Week. So far she’s participated in the Heart Truth Red Dress show and also attended the Rock & Republic, Herve Leger By Max Azria, and Baby Phat runway shows.

I just uploaded some pictures in the gallery. See them all here. They are HQ nad untagged! Joss looks great, I’m sure you’ll all agree!