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SOURCE The Hershey Company
Caramels are Reimagined with New Brand that Offers Melt-in-Your-Mouth, Rich Taste Experience
HERSHEY, Pa., Feb. 17, 2014 /PRNewswire/ -- Today The Hershey Company (NYSE: HSY) announced Lancaster Soft Crèmes are now available at retailers nationwide. The rollout includes three flavors sure to satisfy every sweet tooth – Caramel, Vanilla and Caramel and Vanilla and Raspberry.
Consumers looking for a throwback to the past and a totally new caramel experience will find just that in Lancaster Soft Crèmes. The candies are carefully crafted to ensure a rich, creamy, melt-in-your mouth sensation. The new brand is rooted in Hershey's heritage and is inspired by Milton Hershey's original confection company, The Lancaster Caramel Company.
"With the new Lancaster brand available nationwide, consumers can savor a rich and buttery caramel in a soft crème that is rooted in our deep history of creating delicious and delightful candy experiences," said Steven Schiller, Senior Vice President Sweets and Refreshment, The Hershey Company.
Lancaster Soft Crèmes offer a long-lasting and unique taste experience that is distinct from the typical caramels that dominate the category. Lancaster Soft Crèmes also deliver creative flavor combinations, including Vanilla and Caramel and Vanilla and Raspberry that appeal to modern traditionalists.
Lancaster Soft Crèmes were inspired by similar candies that company founder, Milton Hershey, made more than 120 years ago in his original candy company located in Lancaster, Pennsylvania. As Mr. Hershey's first successful candy company, The Lancaster Caramel Company established his reputation in the confectionery industry. It provided the foundation for the launch of The Hershey Company, which first produced sweet chocolate as a coating for the caramels before the iconic Hershey's Milk Chocolate bar was created.
Lancaster Soft Crèmes are widely available at food, mass, drug and convenience retail channels around the country and will be offered in 8 oz. bags with a suggested retail price of $3.99 and 4 oz. bags with a suggested retail price of $2.49.
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 new brand will be supported by a robust integrated marketing campaign with the slogan "New Lancaster Soft Crèmes. Caramel Reimagined," including a television advertisement, which began airing on Monday, February 17, as well as year-long sampling.
For more information, including recipes, please visit www.lancastercandy.com.
About The Hershey Company
The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and approximately 14,000 employees. With revenues of more than $7.1 billion, Hershey offers confectionery products under more than 80 brand names, including such iconic brands as Hershey's, Reese's, Hershey's Kisses, Hershey's Bliss, Hershey's Special Dark, Kit Kat, Twizzlers, Jolly Rancher and Ice Breakers. The company is focused on growing its presence in key international markets such as China, Mexico and Brazil while continuing to build its competitive advantage in the United States and Canada.
For more than 100 years, The Hershey Company has been a leader in making a positive difference in the communities where its employees live, work and do business. Corporate Social Responsibility is an integral part of the company's global business strategy, which includes goals and priorities focused on fair and ethical business dealings, environmental stewardship, fostering a desirable workplace for employees, and positively impacting society and local communities. Milton Hershey School, established in 1909 by the company's founder and funded by a trust administered by Hershey Trust Company, provides a quality education, housing, and medical care at no cost to children in social and financial need. Students of Milton Hershey School are direct beneficiaries of The Hershey Company's success.
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