Hershey launches Lancaster caramel brand in US after successful rollout in China
Lancaster - a new soft caramel brand launched by Hershey in China earlier this year - will be rolled out across the US in January 2014, bosses at the confectionery giant have revealed.
Hershey’s first new confectionery brand in 30 years that isn’t a brand extension or acquisition, the Lancaster caramels promise to deliver a “long-lasting and unique taste experience that is distinct from the typical caramels that dominate the category”.
The caramels first launched in May in three Chinese cities – Wuhan , Hangzhou and Chengdu – and will be rolled out to more Chinese cities next year.
In the US, the caramels will come in three flavors: Caramel, Vanilla & Caramel, and Vanilla & Raspberry, in 8oz bags that retail for $3.99 and 4oz bags that retail for $2.49.
Click here for more on the Chinese launch in our sister title ConfectioneryNews.
