Hershey is testing a plant-based chocolate bar made with oats. The Hershey’s Oat Made Chocolate bar, which comes in almond and sea salt, as well as a classic dark chocolate flavor, was created as part of the company’s strategy to offer more better-for-you products.
The chocolate bar is being tested, with locations chosen based on reaching consumers interested in plant-based offerings. Hershey will use the results of its in-market testing to determine whether to take the product national in the future. The company will also analyze the sales velocity of the product to understand as much as it can about the shopper who purchases it.
“It’s so important for us to test for reality, that we’re intentionally planning a marginal level of advertising delivered to certain geographic areas for the Hershey's Oat Made products,” said Dan Mohnshine, team lead, strategic growth platforms at Hersey, in a statement. “In fact, should they make it to market, it may be under a different moniker (as we’re still testing out whether to use the current "Oat Made" name or simply call them “plant-based”). Once naming and branding for the products are defined, we’ll tackle the even-bigger questions: How do we scale up the product? When do we launch, and who are the key retailers for this product? How soon do we complement the launch of our Oat Made chocolate with a plant-based Reese's? Time and consumer insights will help us determine the answers, just as they’ve helped inform our entire BFY strategy.”
Related: Chocolove Bars Available at Walmart; The Hershey Co. Acquires Lily's.
Image: Hershey