Hershey's Launching First New U.S. Brand in 30 Years
Rolling out Lancaster Soft Cremes nationwide in January
Published in CSP Daily News
HERSHEY, Pa. -- The Hershey Co. is launching a new confectionery brand in the United States called Lancaster. The new 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 Hershey, as it's the first time the company has launched a new brand that is not a brand extension or acquisition in the past 30 years.
The new brand is rooted in Hershey's heritage and is inspired by Milton Hershey's original confection company, The Lancaster Caramel Co.
Lancaster Soft Cremes will offer a long-lasting taste experience that is distinct from the typical caramels that dominate the category, the comp any said. The surprisingly soft, rich and creamy Lancaster Soft Cremes provide a modern caramel taste experience to meet a growing consumer demand. 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 iconic 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," said Steven Schiller, senior vice president sweets and refreshment for Hershey. "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 importance of the market in Hershey's global growth plans. It marked the first time a brand launch originated outside of the United States. The initial launch in May included three cities--Wuhan, Hangzhou and Chengdu--and will be followed by a wider distribution in China in 2014.
Lancaster Soft Cremes will be available in the United States in three flavors, including Caramel, Vanilla and Caramel and Vanilla and Raspberry. The candy will be widely available at food, mass, drug and convenience retail channels around the country 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.
Hershey is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Based in Hershey, Pa., and with revenues of more than $6.6 billion, Hershey offers confectionery products under more than 80 brand names, including Hershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, Kit Kat, Twizzlers, Jolly Rancher and Ice Breakers.