Hershey's goes gold by introducing first new bar without chocolate

HERSHEY, Pa. — Hershey’s adds a new flavor to its collection for the first time in 20 years. The Hershey's Gold Caramelized Creme Peanuts & Pretzels bars feature a caramelized crème flavor with salty peanut and pretzel bits, topped off with a creamy and crunchy finish.

“The buttery, sweet taste of Hershey’s Gold bars provides an entirely new way for consumers to enjoy our brand,” Melinda Lewis, senior director/general manager, Hershey’s Franchise at the Hershey Company, said. “We use a proprietary cooking process to transform the white crème into a golden bar by caramelizing the crème, which helps maintain a sweet, creamy taste. The launch of Hershey’s Gold will introduce Americans to a new flavor and a new experience unlike any others before.”

Consumer demands for new ways to experience the company’s consumables led to the creation of this bar that does not feature chocolate – which the brand is synonymous for. Before this unveiling, the last addition to the collection was the Hershey’s Cookies ‘n Crème bar launched in 1995. Prior to that, Hershey’s Special Dark Chocolate was introduced in 1939.

Hershey’s Gold bars are launching to mark the celebration of the company’s official sponsorship of the United States Olympic Committee, and the 100-day countdown to the PyeongChang 201 Olympic Winter Games.  

The bar will be available for purchase in retailers nationwide beginning Dec. 1. Standard, 1.4 oz. bars will be sold for the suggested retail price of $0.99, while the king-sized bars, 2.5 oz. will be available for a suggested retail price of $1.69.