Launching chocolate

As part of the April 2008 launch of a new line, Hershey’s Bliss chocolate, Hershey is trying to line up 10,000 chocolate parties in homes across America over the weekend of April 25.

The "party" launch has become vogue for television shows, home appliance lines and such, so chocolate should be a sweet twist.

The bliss-themed launch parties will introduce guests to Hershey’s Bliss chocolate, which is available in Milk Chocolate, Dark Chocolate and Milk Chocolate Meltaway. Hershey, known for its general commercial chocolate products, is trying to use Bliss as an inroad into the increasingly glam world of high-end chocolate.

According to the company, "Hershey’s Bliss chocolate is specially crafted to ensure that every detail contributes to the overall chocolate experience. The slight domed shape of the individual square fits the mouth perfectly, allowing the chocolate to melt evenly, cascading rich, creamy chocolate notes across the tongue. The finish is satisfying and sophisticated, a lasting reward."

Ahem.

The weekend of April 25, Hershey’s Bliss will be the guest of honor at 10,000 chocolate launch parties nationwide. Targeting female chocolate lovers, the parties will celebrate everyday bliss by gathering with friends and family to share personal stories of bliss while sampling Hershey's newest indulgence. Sign up and registration are going on now to host a Hershey’s Bliss Chocolate Party.

Hershey’s Bliss chocolate is now available nationwide in 9.6 oz lay-down packages at grocery, mass and drug stores. Hershey’s Bliss chocolate is a delicious reminder that “Bliss is everywhere. You just have to unwrap it.™”