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HERSHEY, Pa. — Later this year, The Hershey Co. plans to roll out the fourth flavor in its namesake brand’s history, Hershey’s Gold caramelized creme bars.
Hershey said this week that Hershey’s Gold marks the nation’s first mass-market, golden creme confection. The bars made of a caramelized creme with salty peanut and pretzel bits to provide a sweet, buttery taste topped off with a creamy, crunchy finish.
The development of the new product stemmed from consumer demand for new ways to experience the Hershey’s brand as well as trends indicating the rising popularity of crunchy, multitextured candy.
Hershey noted that its flavor history began in 1900 with the launch of its iconic milk chocolate bar, followed by Hershey’s Special Dark chocolate in 1939 and then — 56 years later — Hershey’s Cookies ‘n Creme in 1995.
“The buttery, sweet taste of Hershey’s Gold bars provides an entirely new way for consumers to enjoy our brand,” stated Melinda Lewis, senior director and general manager of the Hershey’s franchise at The Hershey Co. “We use a proprietary cooking process to transform the white creme into a golden bar by caramelizing the creme, which helps maintain a sweet, creamy taste. The launch of Hershey’s Gold will introduce Americans to a new flavor and a new experience unlike any others before.”
Plans call for Hershey’s Gold Caramelized Creme Peanuts & Pretzels to hit retail stores on Dec. 1. The new variety will come in a 1.4-oz. standard size starting at 99 cents and a 2.5-oz. king size starting at $1.69. Select Hershey’s Chocolate World locations in Las Vegas and Hershey, Pa., are offering the product now, the company said.
Hershey’s Gold’s launch date also comes withthe brand’s official sponsorship of the U.S. Olympic Committee (USOC) and the 100-day countdown to the PyeongChang 2018 Olympic Winter Games.
In support of the Hershey’s Gold bars launch, and as a partner of Team USA, Hershey’s also has named Apolo Ohno,a two-time Olympic Gold medalist and the most decorated American Winter Olympic athlete of all time, and Rico Roman, 2014 Paralympic Winter Games Gold medalist, Army Veteran and 2018 Paralympic Hopeful, to its athlete roster of brand ambassadors. In the lead-up to and during the games, Ohno and Roman will serve as Team Hershey’s athletes and inspire consumers nationwide to embrace the Olympic and Paralympic spirit with the new Hershey’s Gold bars, Hershey said. The two athletes also will help debut and celebrate the new flavor.
