Hershey to launch Cacao Reserve

HERSHEY, PA: The Hershey Company is releasing a new line of premium chocolates, branded Cacao Reserve, at the end of the month in order to reach a more sophisticated demographic.

HERSHEY, PA: The Hershey Company is releasing a new line of premium chocolates, branded Cacao Reserve, at the end of the month in order to reach a more sophisticated demographic.

The Cacao Reserve chocolates (bars and truffles) will feature different intensities of the cacao bean, letting consumers experience slight subtleties in flavor with the tagline, "Exploring a world of chocolate."

JSH&A PR, which has handled media and consumer outreach for the launch, is targeting women with the positioning that chocolates can be as distinctive and unique as fine wines. Hershey's is reaching out to consumers who enjoy the finer things in life, according to the firm.

The first four flavors include two kinds with 35% cacao and two kinds with 65% cacao. Hershey's will also purvey two unique hot cocoa blends: Classic Mayan and Mildly Spiced Aztec.

Hershey's held a launch event on August 31 at the Metropolitan Museum of Art (MET) where members of the media and influencers could taste all of the chocolates. The MET currently has exhibits on Mayan and Aztec civilizations, so people at the event got to see how the cacao bean has shaped modern food culture.

JSH&A will also be reaching out the general interest women's publications, as well as cooking and food magazines.

The second wave of the Cacao Reserve line will hit stores in December and will chocolates from beans grown in different regions of the world: Java, Indonesia; Arriba; Santo Domingo, Dominican Republic; and Sao Tome.

"The line is very unique," said Sue Karli, manager of PR for Hershey's. "It's geared toward the consumers who are looking for something different in their chocolate."

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