Hershey, a US chocolate manufacturer, is set to launch a new candy brand, Lancaster, featuring a line of caramel soft cremes that will roll out across the country in January 2014.
The company stated that the launch will be its first new brand that is not a brand extension or acquisition in the past 30 years.
Hershey Sweets and Refreshment senior vice president Steven Schiller said the launch of Lancaster Soft Cremes takes Hershey back to the early days of its founder Milton Hershey and his truly innovative spirit and desire to make great tasting, high-quality products for consumers.
"The Lancaster brand will delight all consumers looking for a rich and indulgent experience as they savor our new soft cremes that are rooted in our company's deep history," Schiller added.
Earlier this year, Hershey launched the Lancaster brand in China, which marked the first time a brand launch outside the US.
In the US, Lancaster Soft Cremes will be available in Caramel, Vanilla and Caramel, and Vanilla and Raspberry flavors, and will be offered in 8oz bags that retail for $3.99 and 4oz bags that retail for $2.49.
