seeking to challenge the likes of Godiva and Lindt lor a slabofthe premium chocolate market with the launch of an upmarket Cailler brand today, writes Scheherazade Daneshkhu in London. The Swiss food group, the world's biggest by sales, is best known for its workaday chocolate products such as Aero, but Sandra Martinez, head of confectionery at Nestlé, said the group hoped that Cailler would soon become synonymous with luxury chocolate. Nestle, which is selling off underperforming food brandsto concentrate on faster-growth areas, is looking to the launch to help boost its performance in confectionery It has missed out on the expansion of premium chocolate segment that commands prices 50 percent higher than the mainstream and which has been growing annually at 10 per cent Cailler chocolate is already sold in Switzerland but Nestlé is taking the product beyond its home borders with an ecommerce strategy. The chocolate will be sold on Amazon Sales will initially be limited to the US UK and Germany and in airport shops in Geneva, Zurich, Dubai and Singapore instead of grocery stores.