what makes a chocolate "cheeky"

in I'm eating a chocolate bar which contains, I'm told, a 'cheeky caramel
layer'. It's shit like this that makes me despair of our modern
civilisation. According to the dictionary 'cheeky' means 'impudent;
insolent', and it has the synonyms 'saucy, audacious, bold'. I guess
that I am to feel that I have made a bold choice in opting for the
opulence provided by that extra caramel, but I can't raise the
enthusiasm to believe so.