Hershey’s Goes for Gold With New Olympic Flavor

The crunchy candy is the brand’s first new bar in over two decades.

By Ethan L. Johns
November 02, 2017

Image: The Hershey Company

And the sweet, gooey gold goes to… Hershey’s!

On December 1st, The Hershey’s Company is kicking off the 100-day countdown to the 2018 Winter Olympics in Pyeongchang, South Korea, with a whole lotta’ bling. Bling of the confectionary kind, of course.

With the Hershey’s Gold bar, any old couch potato will be able to feel like a champ as they watch super-athletes skate, ski and Simone Biles their way to victory (USA! USA!). The bar, which is not actually chocolate, is made of a light caramelized cream base and contains peanuts and pretzels for a satisfying crunch.

Hershey’s, which is sponsoring the games, has not released a new candy bar since it dropped Cookies & Cream in 1995, according to AdAge (at least under the Hershey’s brand; The Hershey Company also produces Reese’s, Paydays and York Mints, among others). Before that, the company released a Special Dark bar in 1939, making Hershey’s Gold only the third variation on the classic milk chocolate bar—that most essential component of any campfire S’more.

"Consumers are pushing us to add more textural complexity," said Jim St.John, a senior member of Hershey’s R&D department. He was referring, of course, to millennials, who are apparently members of the only generation that enjoys textured food.

So enjoy the crunch of your Hershey’s Gold bar and the crunch of some freshly-packed snow. You’ve trained hard all year, might as well go for gold.

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About Ethan L. Johns

Ethan is the Food News Writer at Genius Kitchen. An expert on the Parisian bistrot, he likes bitters and salted butters, and is no fan of dessert unless it's made with fruit. His hobbies include reading up on the history of borscht and attempting to roll perfect couscous by hand. Twits & Instagram @EthanLJohns