At a time when the high-end chocolate sector is the fastest-growing segment of the global confectionery market, with annual growth of 8 percent, a new player has decided to get in on the act. As reported by just-food.com, Nestlé, the second-largest chocolate company in the world, plans to make some up-market moves with "a swathe" of new products currently under development. Given the perception of the Nestlé brand by consumers in the U.S., how would you brand their new line of upscale chocolate products?

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