Female chocolate fans are being tempted to eat a soft-centered Cadbury bar.
Cadbury Dairy Milk Double Choc has a liquid-chocolate centre and is aimed at 25 to 39-year-old women. Mike Tipping, Cadbury Trebor Bassett's head of customer relations, said the product aimed to cash in on consumers' move to indulgent bars.
"The everyday-treats category is performing strongly and Double Choc will offer retailers a chance to capitalise on this," he said.
The new variety comes in 47g and 250g bars, retailing at 43p and £ 1.72 respectively. Cadbury is spending £3.85m on a campaign to support the launch on 26 March.