Called the “Flavors of America,” the collection includes some of the company’s power brands, including Reese’s, KitKat and Hershey Kisses.
Each of them is inspired by the regional tastes of six US destinations, and they are created to bring consumers “from the strawberry fields of California to the open plains of Texas to the city lights of New York,” Hershey said.
Each location is represented on the product packaging through well-known US attractions such as the Statue of Liberty and the Golden Gate Bridge. Hershey pointed out all these products are not exclusively sold in the areas they reflected on their packaging, instead, they are available across the country.
“Unlike other times of the year, there’re no major candy holidays during the summer months, so we saw this an opportunity to drive buzz and excitement around a limited edition collection,” Hershey’s spokesperson, Anna Lingeris, said.
Not under 200 calories
The product launch came shortly after Hershey mapped out its five-year plan that includes reducing 50% of its total offering of individually wrapped standard- and king-size confectionery products to 200 calories or less, ConfectioneryNews recently reported.
Lingeris said Hershey’s seasonal products and innovations will play a role in achieving the calorie reduction goal. However, the items in the Flavors of America portfolio are not under 200 calories.
Hershey has posted total net sales growth of 2.8% during Q1 this year. The company’s core brands, including Reese’s, Hershey’s, KitKat, Kisses and Ice Breakers had 2016 retail sales of $5bn and are expected to perform well in 2017.