Dumped for being too macho
He has been surprising the lady in his life with dramatic deliveries of chocolate for more than 30 years.
The gallant Man in Black has leapt from a moving train, jumped from a helicopter, dangled from a cable car and plunged from a speedboat - all because the lady loves her chocolates.
But now Cadbury has decided to call a halt to the intrepid adventures of the Milk Tray action hero.
For it appears that in 2003 the macho man and his grand romantic gestures have lost their appeal.
The confectioner is dropping the slogan 'All because the lady loves...' because it is no longer deemed relevant to today's men and women.
The Milk Tray hero, whose deathdefying stunts once made him one of the most recognised advertising characters in Britain, is to be replaced by a new 'Love with a lighter touch' approach, according to the Grocer magazine.
Cadbury wants to change the brand's position and target 25 to 45-year-old male impulse buyers who are looking for a less formal gift. By doing away with the heroics, it hopes also to persuade women to start giving chocolates to men.
A new series of adverts, planned for Christmas, turns away from the heart-fluttering themes that have dominated Milk Tray campaigns since the brand was launched in 1915.
The Man in Black was introduced in 1968, and went to extremes to get a box of chocolates to his mystery woman, always leaving behind his distinctive card.
Throughout the 1970s and 1980s, the Milk Tray man was one of the best-known advertising figures alongside the Milky Bar Kid and the Smash martians.
A series of actors and models have played the black-clad hero, and the advertisements included a total of 20 dangerous stunts.
Just two years ago, it was reported that Cadbury was hoping to sign up Robbie Williams for the role.
The rebranding includes a £ 2.5million TV campaign, new chocolate varieties and a packaging redesign, although the familiar silver and purple colours will remain.
