September 18, 2026
Since its early days, The Hershey Company has believed everyday luxuries should be accessible. That was true more than 100 years ago, when Milton Hershey set out to make chocolate an affordable treat. And it’s just as true today, as we launch our new premium Hershey’s Creme bars and reintroduce Cadbury as a special indulgence. Behind both strategies is the same timeless premise: understanding what customers want and elevating everyday moments.
What’s behind Hershey’s premium strategy?
Premiumization continues to shape the food and beverage industry, with the global premium food market surpassing $573 billion a year and growing steadily, driven by the increased purchasing power of Gen Z, along with the younger consumers’ desire to treat themselves or “trade up” without having to wait for a special occasion. That’s where Hershey’s Creme and Cadbury come in: an elevated experience doesn’t have to be reserved for a selective, rare moment.
What does Hershey mean by accessible premium?
At Hershey, premium doesn't mean exclusive. It means delivering a more elevated experience through flavor, texture, quality and brand engagement while remaining attainable for everyday consumers. We call this accessible premium: products and experiences that allow consumers to trade up while staying true to our belief that everyday luxuries should be available to more people.
What is Hershey’s Creme?
I’m so excited about the new Hershey’s Creme bars. They deliver a whole new eating experience. Imagine a thin, luxurious milk chocolate shell that gives way to two distinct layers of filling, which supply more texture, flavor and depth. Creme bars come in two flavors: Italian-inspired Affogato with espresso-flavored caramel and vanilla cream filling, and Salted Caramel Creme, with gooey salted caramel filling. Creme bars were designed with younger consumers who are looking for chocolate that feels elevated, expressive and worth talking about, while remaining approachable. We’re using whole new technology to make these bars, and I truly believe they will become the must-have accessory to elevate the ordinary.
What is Cadbury?
Cadbury is one of the world’s most iconic chocolate brands, but many U.S. consumers associate it primarily with Easter. We’re changing that perception by reminding shoppers that Cadbury products are available year-round in flavors such as Milk Chocolate, Fruit & Nut, Caramello, Roast Almond and Dark Chocolate. Since 1988, Hershey has been licensed to make Cadbury chocolate in the United States, and its fans know it as a luxurious brand at an accessible price point. Recently, we’ve seen consumer appreciation for the brand growing, so we’re reintroducing it to make sure consumers understand the magic that comes in a brand that celebrates generosity. That renewed focus is backed by momentum: Cadbury has delivered strong organic growth, including +11.4% four-year CAGR1, giving us confidence that the brand has room to play a bigger role beyond seasonal moments.
How is Hershey reaching premium-seeking consumers?
With Cadbury and Hershey’s Creme, we’re approaching marketing differently from how we’ve done with our legacy products. That’s because we see ourselves as a challenger on the premium front, so we’re using the disruptive playbook that’s worked for us with brands like Dot’s Homestyle Pretzels, SkinnyPop, Sour Strips and LesserEvil: we’re meeting consumers where they are with immersive and culturally relevant marketing experiences.
By taking a social-forward approach with Hershey’s Creme and Cadbury, our aim is to engage consumers in an authentic way. For Cadbury, we’re launching “There’s Magic in More,” the brand’s largest U.S. effort to date, through a New York Fashion Week collaboration with NYLON and LUAR. At the center is a limited-edition, crystal-covered insulated clutch designed to hold and share Cadbury XL Bars, bringing the brand’s generous spirit to life in a way that feels stylish, unexpected and made for social conversation.
And for Hershey’s Creme, we’ve teamed up with KATSEYE to introduce the new bars in a way that feels playful, premium and made for Gen Z. The group brings its signature pinky-up energy to a new video featuring their hit song “Pinky Up” and a Hershey’s Creme bar in hand, spotlighting the bars’ elevated flavors and multi-layered eating experience. We’re also connecting with Gen Z consumers through new media integrations with creators and brands like the new Netflix show, Earle Meets World.
At Hershey, we’ve always believed that everyone deserves a taste of luxury. By making premium chocolate accessible to more people, under brands consumers already love and trust, we’re staying true to our purpose to make moments of goodness. And we’re giving consumers more reasons to savor—and celebrate—every day.
Learn more about our premium offerings at Hersheyland.com.
1Circana Scan Data, Total US MULO+ w/Convenience, 52 WE 8/9/26 vs 4YA
Susanne Prucha is Vice President of CMG Marketing at The Hershey Company, where she leads marketing strategy for some of Hershey’s most beloved confection brands. She is focused on building modern brand experiences that deepen consumer connection and make everyday moments feel more special.