Hershey's Gold – First flavor launch for top five US chocolate brand in 20 years

By Oliver Nieburg

- Last updated on GMT

Hershey's Gold to hit US store shelves from December 1 this year. Photo: Hershey
Hershey's Gold to hit US store shelves from December 1 this year. Photo: Hershey

Related tags Flavor

Hershey is to launch peanut and pretzel flavored Hershey's Gold – the first permanent flavor variant for its namesake brand since Cookies ‘n Creme in 1995.

It is the fourth flavor in the brand’s history, alongside milk (1900), dark (1939) and Cookies ‘n Crème.

Hershey Gold will be sold in both standard size - 1.4-oz. for around $0.99 - and king size - 2.5-oz. for around $1.69.

The product is already available at Hershey’s Chocolate World locations in Las Vegas, Nevada, and Hershey, Pennsylvania.

 It will roll out across the US from December 1, to coincide with the 100 Day countdown to the PyeongChang 2018 Olympic Winter Games.

‘A proprietary cooking process’

Melinda Lewis, senior director and general manager of the Hershey’s​ brand, said: “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.”

HSY_Gold-PressRelease-4Flavors_Image (1)
Fourth variant of the Hershey's franchise. Photo: Hershey

Hershey said the product would help meet rising demand for crunchy multi-textured chocolate candy.

The launch will be supported by brand ambassadors Apolo Ohno, the most decorated American Winter Olympic athlete of all time; Rico Roman, 2014 Paralympic Winter Games Gold medalist; and Simone Biles, five-time Olympic medalist.

Fourth bestselling US chocolate

Hershey Company dollar sales in the US chocolate category (less than 3.5 oz) grew +2.7% in the first half of 2017, according to IRI data for multi-outlets including c-stores in the 26 weeks ending June 25, 2017.

Its market share in the segment was flat year-on-year at 49.2% of total dollar sales.

The company’s Hershey’s brand generated the fourth most dollar sales in the category ($198.9m) – behind Reese’s, M&M’s and Snickers.

Sales for the brand grew +14.7% in H1 taking its market share to 9.2%.

Related topics Manufacturers Chocolate Hershey

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