Krackel Candy Bar Is Back

Hershey's re-introduces full-sized variety unavailable since 1997 except as Miniature

Published in CSP Daily News

Hershey's Krackel Bar (CSP Daily News / Convenience Store / Candy)

HERSHEY, Pa. -- Beginning May 20, Krackel Milk Chocolate with Crisped Rice Bar, a long-time consumer favorite, is no longer just a miniature candy treat. For the first time in nearly 20 years, Krackel is back as a full-size offering, the Hershey Co. has announced.

The candy bar, which has only been available in Hershey's Miniatures Assortment bags, is now available as a "standard" 1.55-oz. bar, a 4-oz. "XL" bar, and a 6.5-oz. "Giant" bar--last enjoyed by consumers in 1997.

"We always look to give our fans more of what they want," said Howard Sherr, senior director of the Hershey's brand. "We heard over and over that Krackel is too delicious to just keep in our Hershey's Miniatures Assortment--we had to bring it back as a full-sized chocolate bar."

Fans of the smaller-sized Krackel bar can still find it in Hershey's Miniatures Assortment, which has been re-launched with newly redesigned primary and foil packaging. Each package includes bite-sized Hershey's Milk Chocolate, Hershey's Special Dark Mildly Sweet Chocolate, Mr. Goodbar Milk Chocolate with Peanuts and Krackel.

The standard, XL and Giant Krackel bars are now available nationwide at food, mass, drug and convenience stores, at a suggested retail price of 99 cents, $1.69 and $1.99, respectively. The new version of the Krackel bar and the updated Hershey's Miniatures Assortment will each be supported by an integrated marketing campaign that will continue through 2014.

Hershey, based in Hershey, Pa., is a global confectionery leader with more than 80 brands around the world that drive more than $7.1 billion in annual revenues, includes such brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher and Ice Breakers.