A new chocolate bar is attracting queues of eager tasters ahead of its launch later this week, Selfridges said yesterday.

A new chocolate bar is attracting queues of eager tasters ahead of its launch later this week, Selfridges said yesterday.

The 70% cocoa bar does not go on sale until Thursday but more than 1000 people have already signed up to a waiting list to try it.

The new bars, made by well-known chocolatier and TV chef Willie Harcourt-Cooze, have even prompted the store to offer a dedicated phoneline to take pre-orders and manage its waiting list.

Often likened to the character Willy Wonka, Mr Harcourt-Cooze's new bar is causing as much of a storm as his fictional alter-ego's creations.

His new 70% Venezuelan Rio Caribe Superior and 72% Peruvian San Martin, are the first time the chef has ventured into confectionery.

Mr Harcourt-Cooze soared to fame last year after a documentary about his bid to become one of the first in the country to grow, import and produce his own chocolate since the Cadbury family.

His cacao is grown at his own farm in Venezuela, then traditionally manufactured at his factory in Devon.

The chocolatier's Venezuelan Black - made from 100% cacao - was launched at Selfridges last year and is mainly used in cooking, but the new bars will be sweet enough to eat without any cooking.

They will be sold in Selfridges for £3.49 from Thursday, and then in other stores from this weekend.

Selfridges' food and restaurants director Ewan Venters said: "Willie's two bars will be a huge hit.

"This time last year his bars, which require customers to cook with them, became our food hall's fastest-selling line."