HERSHEY, PA -- Hershey Co. is introducing its Lancaster confectionery brand in the U.S. It will premiere with a line of caramel soft crèmes in January.
The Lancaster brand marks the first time in 30 years that the chocolate giant has introduced a brand that is not of an acquisition or an extension of an existing trademark.
Lancaster Soft Crèmes will be available in the U.S. in three flavors: caramel, vanilla and caramel, and vanilla and raspberry. They will be packaged in 4-oz. bags that retail for $2.49 and 8-oz. bags that retail for $3.99.
The caramels were inspired by similar candies Milton Hershey made in his original confection company, the Lancaster Caramel Co. The Lancaster, PA-based company served as the springboard for Hershey, which first produced sweet chocolate as a coating for the caramels before creating its renowned milk chocolate bar.
Earlier this year, Hershey introduced the Lancaster brand in China, marking the first time a brand launch originated outside of the United States.