Hershey to Launch First New Candy in Three Decades

For the first time in 30 years, Hershey is set to launch a new candy brand. The soft caramel crèmes, called Lancasters will be released in both the U.S. and China beginning January 2014, another first for the company.

The name Lancaster comes from Milton Hershey’s first candy company, the Lancaster Caramel Co. which was founded in 1886. After two-and-a-half years of research, the company found that the “comforting richness” candy market wasn’t being properly utilized. This, and the fact that China already has a preference for rich caramel and milk-based candy, led to the birth of the new crèmes.

Lancasters will come in three flavors: vanilla caramel, caramel, and vanilla raspberry. This is all well and good, but I have two important questions. First, who comes up with these candy categories, and is there a niche for salty smoky bacon candy? Second, will these melt into our cookies and in-between our graham crackers with the ooziness we’ve come to expect?

We’re crossing our fingers this new kid on the block doesn’t disappoint.

H/T + PicThx Huffington Post