Can it be a Hershey bar without chocolate?

The maker of the great American chocolate bar says yes. After three years of development in Hershey, Pa., the company has readied a new bar for millennials, a “caramelized creme” sweet confection blended with pretzel and peanut bits, the first new permanent bar flavor in 22 years, writes Bob Fernandez for philly.com.

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Hershey’s Gold will go on sale next month, in time for moms to purchase as Christmas stocking stuffers. The Hershey Co., one of the world’s largest chocolate companies, will then have a “big launch” through television advertisements around the Olympics in early 2018.

But Hershey officials also say that this is a permanent edition and not strictly tied to the Olympics hoopla. Hershey Gold could invigorate the Hershey brand targeting younger adults and take product market share from the snacking category, instead of taking sales from other Hershey chocolate-based products.

Hershey’s Gold will go on sale next month, in time for moms to purchase as Christmas stocking stuffers. The Hershey Co., one of the world’s largest chocolate companies, will then have a “big launch” through television advertisements around the Olympics in early 2018.

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