Nestlé Rowntree is targeting the growing premium chocolate sector with the launch of Heaven, a range of Swiss chocolate with indulgent soft centres.

Described as an accessible ’connoisseur’ brand aimed at women, Heaven will be available from mid-February and is being supported by a £4m media spend, including a heavyweight TV campaign.

It comes in two formats - a 100g block bar and ’Perles’ gift packs of individual chocolates. The 100g filled blocks (rrp £1.39) come in five flavours: dark truffle, milk truffle, milk orange truffle, café latte and hazelnut créme. The Perles gift packs (rrp £2.49) come in dark truffle, caramel latte and praline, with a mini gift pack available in the dark truffle flavour (rrp 99p).

Graham Walker, Nestlé UK trade communications manager, says: "With consumer trends showing increasing numbers of people already buying premium chocolate, we believe the broad appeal of the Heaven brand will attract even more consumers into the category. The result: incremental sales and protfits for retailers.

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