The Hershey Co. announced Lancaster Soft Crèmes are now available at retailers nationwide. The rollout includes three flavors sure to satisfy every sweet tooth – Caramel, Vanilla and Caramel and Vanilla and Raspberry.
Consumers looking for a throwback to the past and a totally new caramel experience will find just that in Lancaster Soft Crèmes, according to the company. The candies are carefully crafted to ensure a rich, creamy, melt-in-your mouth sensation. The new brand is rooted in Hershey's heritage and is inspired by Milton Hershey's original confection company, The Lancaster Caramel Co.
"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," said Steven Schiller, senior vice president sweets and refreshment, The Hershey Co.
Lancaster Soft Crèmes offer a long-lasting and unique taste experience that is distinct from the typical caramels that dominate the category. Lancaster Soft Crèmes also deliver creative flavor combinations, including Vanilla and Caramel and Vanilla and Raspberry that appeal to modern traditionalists.
Lancaster Soft Crèmes were inspired by similar candies that company founder, Milton Hershey, made more than 120 years ago in his original candy company located in Lancaster, Pa. As Hershey's first successful candy company, The Lancaster Caramel Co. established his reputation in the confectionery industry. It provided the foundation for the launch of The Hershey Co., which first produced sweet chocolate as a coating for the caramels before the iconic Hershey's Milk Chocolate bar was created.
Lancaster Soft Crèmes are widely available at food, mass, drug and convenience retail channels around the country and will be offered in 8 ounce bags with a suggested retail price of $3.99 and 4 ounce bags with a suggested retail price of $2.49.
Earlier this year, Hershey successfully launched the Lancaster brand in China, which underscored the company's deep commitment to China, as well as the importance of the market in Hershey's global growth plans. The new brand will be supported by a robust integrated marketing campaign with the slogan "New Lancaster Soft Crèmes. Caramel Reimagined," including a television advertisement, which began airing on Monday, Feb. 17, as well as year-long sampling.