US confectioner Hershey is set to launch its Bliss chocolate line this April.

Announcing the launch, Hershey described Bliss Chocolate as “rich, creamy, bite-sized chocolate indulgence”. 

The range will comprise of three varieties: milk chocolate, dark chocolate and milk chocolate meltaway.

“The chocolate masters at Hershey created Hershey’s Bliss for consumers who appreciate the everyday joys in life,” said Michele Buck, senior vice president, global chief marketing officer at the confectionery giant.

The launch is part of Hershey’s attempts to cash in on the growth of the more upmarket chocolate sector in the US.

Industry watchers have claimed that Hershey has been left behind the likes of Mars and Lindt in tapping into the growing American appetite for premium chocolate.