The Hershey Company has today announced the launch of Hershey’s Gold bars, as it marks the 100-day countdown to the 2018 Winter Olympics.
The new bars are a caramelised creme which feature salty peanut and pretzel bits to give a ‘sweet, buttery taste that is topped off with a creamy and crunchy finish’.
Hershey’s Gold marks the fourth flavour in the history of the brand. In 1900, its milk chocolate bar was launched, followed by a dark variant in 1939. Then in 1995 it introduced Cookies ‘n Creme.
The Hershey Company said that development of the new product stemmed from consumer demand for crunchy, multi-textured candy.
With Hershey’s Gold bars, the company said it recognised that consumers favour a complex combination of ingredients, which led to the variation of sweet and salty, crunchy and creamy.
Melinda Lewis, general manager of the Hershey’s Franchise at The Hershey Company, said: “The buttery, sweet taste of Hershey’s Gold bars provides an entirely new way for consumers to enjoy our brand.
“We use a proprietary cooking process to transform the white creme into a golden bar by caramelising the creme, which helps maintain a sweet, creamy taste. The launch of Hershey’s Gold will introduce Americans to a new flavour and a new experience unlike any others before.”
A timeline of Hershey’s four flavor profiles
As a partner of Team USA, Hershey’s welcomes Olympic gold medallist Apolo Ohno and Paralympic gold medallist Rico Roman to its roster of brand ambassadors.
In the lead up to, and during the Olympic and Paralympic Winter Games, which take place in South Korea, both Ohno and Roman will serve as Team Hershey’s athletes and inspire consumers across the US to embrace the Olympic and Paralympic spirit.
Melinda Lewis added: “The introduction of Hershey’s Gold bars marks a defining moment for The Hershey Company as a chocolate innovator while also commemorating the influential and cultural moment of the Olympic and Paralympic Winter Games.
“We want consumers to share in this golden opportunity and be a part of this historic moment for Hershey and Team USA.”
The new flavour will be available in the US from 1 December in 1.4oz packs (retailing at $0.99) and a 2.5oz king size packs ($1.69).
© FoodBev Media Ltd 2018