Hershey expands Cookie Layer Crunch range after passing $100m sales

08-Dec-2017 - Last updated on 08-Dec-2017 at 15:11 GMT

Triple Chocolate becomes fourth flavor in Hershey's high-flying Cookie Layer Crunch range. Photo: Hershey

Hershey has expanded its Cookie Layer Crunch range, which recently became its bestselling launch in over 10 years.

The company launched Cookie Layer Crunch (CLC) Triple Chocolate, the fourth flavor in the range, this week (December 4) to coincide with US National Cookie Day.

Major launch for Hershey

“When CLC hit the $100m sales mark in November 2017, it became The Hershey Company’s biggest launch in over 10 years,” Edward Edson, senior brand manager for the US Hershey Brand, told ConfectioneryNews.

cookie layer crunch texture — Multi-textured: Hershey's CLC Triple Chocolate. Photo: Hershey

Hershey launched CLC in December 2016 with three flavors: Caramel, Vanilla Crème and Mint.

It has become one of the top 2.5% candy, mint & gum launches in the past five years by retail sales, according to IRI data.

Edson said: “CLC bars hit on two major trends that make it successful – people’s desire for portion control, each bar clocks in at 90-100 calories, and their craving for sampling multiple flavors and textures in a single bite.”

Targeting young Millennials and Hispanics

He said CLC had helped grow household penetration for the Hershey’s brand by targeting young Millennials and Hispanics.

CLC has also been supported by a “Get Layered” ad campaign across consumer touch points, including TV, digital, social and via out-of-home marketing.

Edson said CLC pouch packs were proving popular in Walmart and food & drug channels.

Triple Chocolate

Hershey’s latest addition, CLC Triple Chocolate, is comprised of Hershey’s chocolate on the outside with layers of crème and crunchy chocolate cookie bits on the inside.

It will come in four different packs as shown below:

Competition from Milka Oreo

Hershey faces competition from Milka Oreo. Mondelēz introduced the brand to the US in November 2016, a month before CLC hit store shelves and shortly after it failed in a $23m bid to acquire Hershey.

Milka was the 16^th top selling brand in the US chocolate market (box, bar, bag less than 3.5 oz) in the first half of 2017, clocking up $25.9m in sales, according to IRI data for the 26 weeks ending June 25.

Hershey’s Edson said: “We are a leader in the snacking and confection industry, but we also welcome competition which we believe makes us all better.”

He added Hershey’s team was always open to new ideas, “no matter where they come from”.

Hershey this month launched Hershey’s Gold Peanuts & Pretzels in both standard size - 1.4-oz. for around $0.99 - and kingsize - 2.5-oz. for around $1.69.