First new Hershey brand in 30 years draws on company's heritage

HERSHEY, Pa. — The Hershey Co. plans to launch its first new candy brand in 30 years in January, the company said.

Hershey announced the upcoming launch of Lancaster, a line of caramel soft cremes. The new brand is named after the Lancaster Caramel Co., Milton Hershey's original brand, and inspired by similar candies that he made more than 120 years ago at the Lancaster, Pa., company.

"The launch of Lancaster Soft Cremes 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," Hershey SVP sweets and refreshment Steven Schiller said. "The Lancaster brand will delight all consumers looking for a rich and indulgent experience as they saver our new soft cremes that are rooted in our company's deep history."

The brand was launched earlier this year in China and marked the first time the company launched a new brand outside the United States. The initial May launch included the cities of Wuhan, Hangzhou and Chengdu, and will be followed by wider distribution in China next year. The candy will be available in three flavors in the United States, including caramel, vanilla-caramel and raspberry-caramel.