Nestle plans to sell upmarket chocolates that it claims are “tailor-made” to individual tastes.

The Kit Kat and Aero maker today (20 October) launched “luxury” chocolate brand Maison Cailler, which it said will provide consumers with products that “match their individual preferences”.

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Consumers can order a box of five “tasting” chocolates from the Maison Cailler website and then rate them online. Nestle will then use the results to select from a range of twelve chocolates to send to the consumer.

The service has been launched in Switzerland and the chocolates will made and dispatched from Nestle’s Cailler factory in the town of Broc.

“Maison Cailler is a response to the changing times we live in,” Cédric Lacroix, director of Nestlé’s chocolate centre of excellence in Broc, said. “People are looking for more personalised products and services, and they are increasingly purchasing these online.”

He added: “Chocolate has certain attributes that people distinguish in different ways. It is like tasting wine. Maison Cailler is the haute couture of chocolate. It is the definition of luxury.”

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Nestle plans to use the Maison Cailler website to show live footage from its chocolatiers’ kitchens. The content will also include footage from a cocoa farm in Ecuador.

Lacroix said Nestle would look to “fine tune” the Maison Cailler range according to customer feedback.

“Although the five main chocolate personalities will never change, soon we will be able to identify nuances,” he said. “The goal really is to be as personal as possible.”