Hershey Lancaster

The Hershey Co. is launching its first new confectionery brand in the United State in three decades — Lancaster. The new brand will feature a line of caramel soft crèmes that will roll out nationwide in January 2014.

The U.S. launch follows Hershey’s successful launch of the Lancaster brand in China, which was the first time a brand launch originated outside of the United States. The initial launch in May included three cities — Wuhan, Hangzhou and Chengdu — and will be followed by a wider distribution in China in 2014.

Rooted in Hershey’s heritage, the candies are inspired by Milton Hershey’s original confectionery company, The Lancaster Caramel Co..

“The launch of Lancaster Soft Crèmes takes Hershey back to the early days of our founder Milton Hershey and his truly innovative spirit and desire to make great tasting, high-quality products for consumers,” says Hershey’s Steven Schiller, senior v.p. - Sweets and Refreshment.

Lancaster Soft Crèmes will be available in the United States in three flavors including: Caramel, Vanilla and Caramel and Vanilla and Raspberry and will be officially launched in the United States in January 2014. 

They’ll be available in 8-oz. bags that retail for $3.99 and 4-oz. bags that retail for $2.49. The new brand will be supported by a robust integrated marketing campaign that will begin in the first quarter of 2014.