Cadbury is introducing a new chocolate bar created with rounded edges to give a softer mouth feel. Cadbury says that Bliss will appeal in particular to women.

The chocolate bar launches on October 11 and will be supported by a £2.2m investment including TV from October 16, plus outdoor ads from October 25 and digital, PR and POS.

The new addition has a vanilla mousse centre and is covered in milk chocolate. Its advertising will focus on the message that it is the world's most pampered bar of chocolate.

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