Hershey Launches First New Brand In 30 Years In The U.S.

The Hershey Company is launching a new confectionery brand, featuring a line of caramel soft cremes, in the United States called Lancaster™, marking the company's first new brand launch in 30 years.

The new brand, available in January 2014, is inspired by company founder Milton Hershey's original confection company, The Lancaster Caramel Company. The soft cremes will be available in the U.S. in three flavors—Caramel, Vanilla and Caramel and Vanilla and Raspberry—and sold at a variety of retailers, including food, mass, drug and convenience retail channels. The new brand will be supported by an integrated marketing campaign beginning in the first quarter of 2014.
Earlier this year, Hershey successfully launched the Lancaster brand in China, underscoring Hershey's global growth plans—the company expects international sales to reach approximately $1 billion by the end of 2014. The launch of Lancaster brand in China also marked the first time a brand launch originated outside of the U.S. The initial launch in May included three cities—Wuhan, Hangzhou and Chengdu—and will be followed by a wider distribution in China in 2014.