- THE MAGAZINE
- NEW PRODUCTS
Looking for a throwback to the past with a totally new caramel experience?
You’ll find just that in Lancaster Soft Crèmes, now available at food, mass, drug and convenience retail nationwide.
The new brand is deeply rooted in Hershey's heritage and is inspired by company founder, Milton Hershey's, original confection company, The Lancaster Caramel Co. The rollout includes three creative flavor combos sure to satisfy every sweet tooth: Caramel, Vanilla and Caramel and Vanilla and Raspberry.
"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," says Steven Schiller, senior v.p. of sweets and refreshment at Hershey.
Elements of similar candies made by Mr. Hershey more than 120 years ago, at the original Lancaster, Penn. candy company, are present in the new Soft Crèmes. The Lancaster Caramel Company established Mr. Hershey’s reputation in the confectionery industry and provided the foundation for the launch of The Hershey Company.
The new brand, introduced in China earlier this year, will be supported by a robust marketing initiative using the slogan "New Lancaster Soft Crèmes. Caramel Re-imagined," including a television advertisement as well as year-long sampling.
The Hershey Company is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., the company offers sweet treats under more than 80 brand names, including Reese's, Kisses, Kit Kat, Twizzlers, and Jolly Rancher and Ice Breakers.