UK confectionery Cadbury has launched Bliss, a chocolate bar it hopes will appeal to female consumers.

Dairy Milk Bliss, which has a vanilla mousse centre and rounder edges than standard Dairy Milk bars will hit UK shelves next month.

Cadbury trade communications manager Susan Nash said: “We are hoping that people will take time out from their busy day to pamper their taste buds with our delicious new Cadbury Dairy Milk Bliss bar. It has performed very well during testing with 72% of those who tried it stating that they intend to purchase the product.”

The company, owned by Kraft Foods, is spending GBP2.2m (US$3.4m) marketing the product, including a TV and digital campaign.