Cadbury is expanding its Bliss chocolate brand with a 100g block bar to build on the success of its countline.

The new format, out now, comes in Irresistible Hazelnut, Dreamy Chocolate and Scrumptious Toffee variants (rsp: £1.39). Each bar consists of 10 chunks of Cadbury Dairy Milk chocolate containing a truffle centre.

Cadbury said the new format would provide "a little pampering at home after a stressful day" and that it hoped it would be as successful as the single bar, which has racked up £4.5m in sales since its October launch [Nielsen 52w/e 9 April 2011].

"The new bars offer a treat to enjoy at home, whereas the smaller bars are more suitable for on the go," said senior brand manager Sandie Dilger.

A £1m nationwide campaign will support the product, including print, outdoor sampling and in-store activity.