Frustrated by their attempts to lure Hulk to Stamford Bridge, Chelsea have now turned their attentions towards Fiorentina striker Stevan Jovetic.

Widespread reports in Italy suggest Chelsea have stepped up their interest in the Montenegro forward, and according to the Gazetta dello Sport, the European champions are preparing a $31 million bid.

Jovetic, who has also been linked with a move to Arsenal in previous seasons, recently signed a new contract that keeps him with the Italian club till 2016. However, the 22-year-old has not publicly stated his desire to stay in Fiorentina after the Italian club endured a disappointing season last season, despite Jovetic scoring 14 goals in 27 games.

Chelsea are favorites to sign Hulk from Porto but see Jovetic as a good alternative and the Montenegrin will cost the London club only half the price they will have to pay for the Brazilian, with Porto expecting at least $60 million.

It is understood Jovetic's agent Fali Ramadani will inform about Chelsea's interest to sporting director Daniele Prade in the next few days.

Prade told Sky Italia he was not aware of the Jovetic's future plans, but hoped he would stay. "He (Jovetic) must tell us what his real intentions are. We want to build our team around him. He has a contract until 2016 but he has to be the one to say what he wants.

"Either an offer that we cannot turn down arrives or nothing happens."

Prade also said he knew nothing about Chelsea's interest. "There are talks about a club? Then they should make us aware of what it is.

"It's not a case of being ruthless with Jovetic. He is a great person and a top player.

"(Fiorentina coach Vincenzo) Montella wants to coach him and build the team around him."

Montella, who was appointed earlier this week, added: "I want to talk to him, and then look him in the eyes, to see if the facts match the words."