Trends & Insights

Chocolate On Chocolate On Chocolate

Edward Edson
Senior Manager, Hershey's Franchise

It’s National Cookie Day, and we have something quite amazing to share: the newest flavor of the Hershey’s Cookie Layer Crunch product portfolio, Triple Chocolate. It has hit store shelves at retailers nationwide. Made from chocolate crème, chocolate cookie bits and milk chocolate, it’s a chocolate lovers dream. That’s why we say…chocolate on chocolate on chocolate.

Following the successful launch of Hershey’s Cookie Layer Crunch (CLC) last year, it was evident that Hershey fans couldn’t get enough of the delicious layers of our newest innovation in chocolate.

Hershey’s Cookie Layer Crunch hit $100M in retail sales in November and has become our company’s biggest launch in over 10 years. In fact, from a retail sales perspective, CLC is in the top 2.5% of all significant CMG launches in the past five years. We have a lot of confidence for Hershey’s Cookie Layer Crunch year two.

Due to the popularity of the product, we wanted to expand our flavor profile to offer more delicious combinations and from that we developed Triple Chocolate.

The bars are now offered in four flavors including:

  • NEW Triple Chocolate: milk chocolate layered with chocolate crème, and chocolate cookie bits
  • Caramel: milk chocolate layered with caramel and shortbread cookie bits
  • Vanilla Crème: milk chocolate layered with vanilla crème and chocolate cookie bits
  • Mint Crème: dark chocolate layered with mint crème and chocolate cookie bits


In addition to the new flavor offering, we’re rolling out a new ad campaign titled, “Get Layered.” The ad campaign features a variety of creative, comical ads that are meant to glorify the importance of layers in the chocolate treat and in everyday life.

The new campaign taps into the insight that consumers find adding layers to food/life makes the experience better. This idea sparked, what we believe to be, compelling and unique creative that will air across TV, social and online. Keep an eye out for this creative.



Hershey’s Cookie Layer Crunch helped to grow Hershey’s household penetration among critical consumers: Young millennials and Hispanics. We’re proud to be expanding the consumers we’re reaching since CLC launched in the market.