The Hershey Company Announces Krackel Bar's Big Comeback
21 May 2014 --- Many people believe that good things come in small packages, while others state that bigger is better. When it comes to a long-time chocolate favorite, The Hershey Company (NYSE: HSY) says that both ideas are indeed true.
Beginning today, Krackel Milk Chocolate with Crisped Rice Bar, a long-time consumer favorite, is no longer just a tasty miniature candy treat. For the first time in nearly 20 years – Krackel Milk Chocolate with Crisped Rice Bar is back as a full-size offering.
The beloved candy bar, which has only been available in Hershey's Miniatures Assortment bags, is now available as a "standard" 1.55-oz. bar, a 4-oz. "XL" bar, and a 6.5-oz. "Giant" bar – offerings last enjoyed by consumers in 1997.
"We always look to give our fans more of what they want," said Howard Sherr, Sr. Director, Hershey's Brand. "We heard over and over that Krackel is too delicious to just keep in our Hershey's Miniatures Assortment – we had to bring it back as a full-sized chocolate bar."
Fans of the smaller-sized Krackel Milk Chocolate with Crisped Rice Bar can still find it in Hershey's Miniatures Assortment, which has been re-launched with newly redesigned primary and foil packaging. For years, consumers have enjoyed the variety of the unique, miniaturized replicas within each bag of Hershey's Miniatures Assortment. Each package includes bite-sized offerings of these delicious bars: Hershey's Milk Chocolate, Hershey's Special Dark Mildly Sweet Chocolate, Mr. Goodbar Milk Chocolate with Peanuts and, of course, Krackel Milk Chocolate with Crisped Rice Bar.
The "standard," "XL" and "Giant" Krackel Milk Chocolate with Crisped Rice Bars are now available nationwide at food, mass, drug and convenience stores, at a suggested retail price of $.99, $1.69 and $1.99 respectively. The new version of the Krackel Milk Chocolate with Crisped Rice Bar and the updated Hershey's Miniatures Assortment will each be supported by a robust integrated marketing campaign that will continue through 2014.
