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Hershey’s First New Brand In 30 Years Launches In U.S.


The Hershey Co. is launching a new confectionery brand in the U.S. called Lancaster. The brand will feature a line of caramel soft cremes that will roll out nationwide in January 2014.

The introduction of the Lancaster brand marks a significant milestone for The Hershey Co., as it’s the first time the company has launched a new brand that is not a brand extension or acquisition in three decades. The new brand is rooted in Hershey’s heritage and is inspired by Milton Hershey’s original confection company, The Lancaster Caramel Co.

The Hershey Co. says Lancaster Soft Cremes will offer a long-lasting and unique taste experience that is distinct from the typical caramels that dominate the category. The soft cremes were inspired by similar candies that company founder, Milton Hershey, made more than 120 years ago in his original candy company located in Lancaster, Pa. As Mr. Hershey’s first successful candy company, The Lancaster Caramel Co. established his reputation in the confectionery industry and provided the foundation for the launch of The Hershey Co., which first produced sweet chocolate as a coating for the caramels before creating the Hershey’s Milk Chocolate bar.

“The launch of Lancaster Soft Cremes takes Hershey back to the early days of our founder Milton Hershey and his truly innovative spirit and desire to make great tasting, high-quality products for consumers,” says Steven Schiller, SVP of sweets and refreshment for The Hershey Co. “The Lancaster brand will delight all consumers looking for a rich and indulgent experience as they savor our new soft cremes that are rooted in our company’s deep history.”

Earlier this year, Hershey successfully launched the Lancaster brand in China, which underscored the company’s deep commitment to China, as well as the importance of the market in Hershey’s global growth plans, the company says. The launch of Lancaster brand in China marked the first time a brand launch originated outside of the U.S. The initial launch in May included three cities—Wuhan, Hangzhou and Chengdu—and will be followed by a wider distribution in China next year.

Lancaster Soft Cremes will be available in the U.S. in three flavors: Caramel, Vanilla and Caramel, and Vanilla and Raspberry. Lancaster Soft Cremes will be widely available at food, mass, drug and convenience retail channels around the country and will be offered in 8-oz. bags that retail for $3.99 and 4-oz. bags that retail for $2.49. The new brand will be supported by a robust integrated marketing campaign that will begin in the first quarter of 2014.



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