Nestlé Rowntree is making another play for the premium chocolate consumer with the introduction of a connoisseur brand made in Switzerland. The launch comes just over a year after the company scrapped its luxury Double Cream brand due to poor sales.

Heaven, which unlike its predecessor is made from Swiss chocolate to give it an edge, will hit the shelves in the middle of next month in two formats: filled blocks of chocolate (rsp: £1.39 for 100g) and Heaven Perles gift packs (rsp: £2.49). The block format will come in flavours of dark truffle, milk orange truffle, café latte and hazelnut créme. Perles gift packs, which contain filled chocolate spheres, will be available in dark truffle, café latte and praline (rsp: £2.49). There is also a mini gift pack in dark truffle (rsp: 99p).

The newcomer, which will be backed by a £4m campaign, has secured listings in all major multiples.

With its Swiss roots, it is designed to appeal to modern busy women aged 25-45, who are happy to splash out on a quality product. The company said it expected Heaven to become one of its core chocolate brands in the next few years.

Graham Walker, Nestlé UK's trade communications manager, said: "With consumer trends showing increasing numbers of people buying premium chocolate, the broad appeal of Heaven will attract even more consumers." The premium segment of confectionery rose 5% to £208m in the year to 4 November 2006 [ACNielsen]. The total £3.1bn chocolate confectionery category fell 1%.

Nestlé's chilled dairy arm Lactalis is also jumping on the premium bandwagon with the launch of a range of baked cream desserts under the Heaven brand.

Little Pots of Heaven will be available in 100g packs of two and will come in three variants, chocolate, caramel and vanilla, priced at £1.69 per pack. The launch will be backed by a £550,000 push.

"The proposition for Heaven is all about taking time out and indulging yourself with a sumptuous treat," said Michelle Geisler, chilled brand manager for Little Pots of Heaven.