Hershey, whose products include its iconic chocolate bars, is poised to roll out its first new line in 30 years. The brand, Lancaster, will go on sale in the U.S. early in 2014.
"The Lancaster brand will delight all consumers looking for a rich and indulgent experience ... rooted in our company's deep history," said Steven Schiller, Hershey's senior vice president for global sweets and refreshment.
In another first, a version of of the candy tailored to consumers in China was introduced there earlier this year. This is only time in the 120-year-old company's history that a product has debuted outside the U.S.
Hershey said the move is important to its global growth and "underscored the company's deep commitment to China."
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China has a $1.2 billion candy market, according to Schiller, and the chocolate maker plans a wider rollout of Lancaster there next year.