The Hershey Company Announces A Big Comeback: Krackel Bar Is Back!!! The Classic Milk Chocolate With Crisped Rice Bar Is Once Again Available In A Full-Size Offering

HERSHEY, Pa., May 20, 2014 /PRNewswire/ -- 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.

For more information, please visit www.hersheys.com or on Facebook at www.facebook.com/HERSHEYS. Fans of Krackel Milk Chocolate with Crisped Rice Bar are invited to share their excitement about this big comeback via social media by including #Krackelisback.

About The Hershey Company
The Hershey Company (NYSE: HSY), headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has approximately 13,000 employees around the world who work every day to deliver delicious, quality products. The company, which has more than 80 brands around the world that drive over $7.1 billion in annual revenues, includes such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher and Ice Breakers. Hershey is focused on growing its presence in key international markets while continuing to build its competitive advantage in North America. Additionally, Hershey is poised to expand its portfolio into categories beyond confectionery, finding new ways to bring goodness to people everywhere.

At Hershey, goodness has always been about more than delicious products. For 120 years, Hershey has been committed to good business by operating fairly, ethically and sustainably to make a positive impact on society. This means contributing to a better life for its employees, consumers, communities, and, ultimately, creating a bright future for children in need. This commitment is exemplified by Milton Hershey School, established in 1909 by the company's founder and administered by Hershey Trust Company. The children who attend the school receive education, housing, and medical care — thriving as direct beneficiaries of The Hershey Company's success.

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SOURCE The Hershey Company