While the food itself has remained the same since its launch at the Wagga Show in 1951, its image has changed.

The new Chiko Chick, 23-year-old Annette Melton, unveiled the latest Chiko poster at the Wagga Showgrounds yesterday and there was not a motorbike or strip of leather in sight.

Instead, the new campaign aims to be much more wholesome, and Annette is pictured on a bicycle near the beach.

Yesterday was the first time she had seen the completed poster, and she was pleased with the result.

“It’s really fresh and different. It’s the start of a new era,” she said.

“It’s not as raunchy as it used to be.”

The Chiko Roll was invented by boilermaker Francis McEnroe, who wanted to create a new snack that could be eaten with one hand at shows, football games and race meetings.

Posters advertising the food have become collectors’ items over the years, but Annette said she was still getting used to the idea her face would be in fish and chip shops across the country.

“It hasn’t really sunk in yet. I’ve only just seen the posters today so it’s really surreal,” she said.

Annette was chosen as the Chiko Chick from more than 400 entrants in a national competition.