Hershey, PA — The Hershey Co. is focusing on what it calls “accessible premium” chocolate as it looks to give consumers more opportunities to trade up for everyday treating occasions.
In a recent post on the company’s corporate blog, Susanne Prucha, vice-president of CMG marketing at Hershey, writes that premium chocolate is evolving as younger consumers gain purchasing power and increasingly look for elevated experiences in everyday moments, rather than reserving premium products for special occasions.
According to Prucha, Hershey’s approach to accessible premium centers on flavor, texture, quality, and brand experiences at attainable price points. She points to the Hershey’s and Cadbury brands as examples of how the company is pursuing that strategy.
Hershey recently introduced Hershey’s Creme bars, which feature thin milk chocolate shells with two layers of filling. Affogato combines espresso-flavored caramel with vanilla cream filling, while Salted Caramel Creme features salted caramel filling. The company says new technology is being used to produce the bars, which were developed with younger consumers in mind.
Prucha also highlights Cadbury as an opportunity for Hershey to build its premium chocolate business beyond the brand’s strong association with Easter. Hershey has been licensed to manufacture Cadbury chocolate in the U.S. since 1988, and the year-round portfolio includes Milk Chocolate, Fruit & Nut, Caramello, Roast Almond, and Dark Chocolate varieties.
Citing Circana data, Hershey reports Cadbury has generated an 11.4 percent four-year compound annual growth rate.
Marketing and consumer experiences are another part of the strategy. Prucha says Hershey is taking a more social-focused approach and looking for culturally relevant ways to introduce consumers to its premium offerings.
For Cadbury, that includes the recently launched “There’s Magic in More” campaign and a New York Fashion Week collaboration with NYLON and LUAR. Hershey’s Creme is being supported through a partnership with KATSEYE, along with media and creator integrations aimed at Gen Z consumers.
Prucha writes that the goal is to build premium experiences around established brands while keeping them accessible enough to remain part of consumers’ everyday treating occasions.
