Hershey's Introduces New, Premium Line of All-Natural Chocolate and Drinking Cocoa Products

06/09/06 The Hershey Company invites consumers to explore a new world of chocolate with Cacao Reserve by Hershey's, a new, premium line of all-natural chocolates and drinking cocoa. The Cacao Reserve by Hershey's line, available in September, will offer a variety of superior flavors, pleasing textures and exotic aromas unlike any other chocolate.

"Consumers today are searching for new, premium experiences," said Chris Baldwin, Senior Vice President, President, U.S. Commercial Group, The Hershey Company. "Cacao Reserve by Hershey's meets this rapidly growing demand by offering consumers an indulgent chocolate made with carefully chosen, slowly roasted cacao beans, blended with the finest all-natural ingredients."

The Cacao Reserve by Hershey's line includes a broad range of premium chocolate products that will let consumers explore different subtleties and intensities of chocolate while learning more about the flavors they prefer. Available in single-serve and take-home bars, truffles and drinking cocoa, the initial line of chocolate bars includes:

-- Premium Milk (35% cacao): Premium European-style milk chocolate with a smooth, velvety texture
-- Premium Milk with Hazelnuts (35% cacao): Carefully chopped, premium-grade hazelnuts for great taste and texture
-- Extra Dark (65% cacao): Slowly roasted beans and a higher cacao level bring out the rich, indulgent flavor of this selection
-- Extra Dark with Nibs (65% cacao): Includes "the heart of the cacao bean" for crunch and a flavor that is truly unique

In addition, a Cacao Reserve by Hershey's premium drinking cocoa will be available in two unique blends, Classic Mayan and Mildly Spiced Aztec. This premium drinking cocoa will let consumers rediscover -- and reinvent -- how and when they enjoy their hot cocoa. Cacao Reserve by Hershey's contains real milk chocolate and natural cocoa, providing superior flavor as well as natural flavanol antioxidants.

The line will expand in December to include four premium chocolate bars made with cacao beans from individual countries of origin. Cacao Reserve by Hershey's Country of Origin bars encourage consumers to explore their different nuances of flavor and aroma. The single origin collection includes:

-- Java, Indonesia (32% cacao): Fine milk chocolate, caramel taste and a light, tart accent
-- Arriba (50% cacao): Dark milk blend with a hint of herbal notes
-- Santo Domingo (67% cacao): Rich dark chocolate with an intriguing wine and spice character
-- Sao Tome (70% cacao): A blend of rich aromas and subtle spices for a dark, distinct taste

The line will also feature Cacao Reserve by Hershey's milk and dark truffles in unique, premium tins. Cacao Reserve by Hershey's Truffles will offer consumers indulgent truffles that are bite-sized and packaged for indulgence on the go.

Cacao Reserve by Hershey's confectionery items will be available in a variety of packages ranging in price from approximately $0.99-$2.89 for instant consumable items and $1.99-$3.29 for 3.5 oz. take-home bars. The premium drinking cocoa product line includes a 5-count take-home box priced from approximately $1.98 to $2.49. Support for Cacao Reserve by Hershey's begins in early September and includes merchandising units and online communication. Broad-scale support begins in late 2006 and includes print, online advertising, sampling, and consumer promotions focusing on "Exploring a New World of Chocolate."