For The First Time In 22 Years Hershey’s Releases A New Flavor And It Isn’t Chocolate

Are you still eating candy for breakfast that was left over from Halloween because you purposely bought too much of for the simple fact that you wanted to be piggish and gorge on candy all week? Well, good news, once you finish up those three 5-pound bags of candy you bought from Costco, it will be time to buy a new candy, and Hershey’s has got you covered. Introducing Hershey’s Gold, the company’s first new candy in 22 years and only their fourth confection bearing its namesake. Oddly, Hershey’s Gold is not even chocolate.

Starting Dec. 1, Hershey’s Gold will be available and it sounds delicious. It’s made with caramelized crème that feature salty peanut and pretzel bits. Hershey’s said the Gold bar features a buttery taste topped off with a creamy and crunchy, multi-textured finish. “The buttery, sweet taste of Hershey’s Gold bars provides an entirely new way for consumers to enjoy our brand,” said Melinda Lewis, senior director/general manager of Hershey’s Franchise at The Hershey Company. “We use a proprietary cooking process to transform the white creme into a golden bar by caramelizing the creme, which helps maintain a sweet, creamy taste.”

The Hershey’s Gold bar is, of course, using its catchy name as a marketing opportunity. The release of the candy bar comes on the 100-day countdown of the 2018 Olympic Winter Games in PyeongChang, which begins in February and Hershey’s is an official sponsor of the games.

Hershey’s released their first bar, the milk chocolate Hershey’s Bar in 1900, then the Hershey’s Special Dark chocolate in 1939, and most recently the Hershey’s Cookies ‘n Crème candy bar in 1995. Better get working on all that Halloween candy to make room for all of the Hershey’s Gold that you’re going to buy and chow down on.