The iconic Hershey’s Kisses are getting a major upgrade with the new Hershey’s Kisses Deluxe.
A whole roasted hazelnut in the center of the candy and flakes of rice crisps make this new Kiss stand out. In addition to its new flavor, the Kiss Deluxe is double the size of an original Kiss.
The chocolate company announced Tuesday that the new product is expected to release in U.S. stores on Nov. 5, just in time for the holidays.
“We’ve been making Hershey’s kisses since 1907, the brand that Milton Hershey himself founded. We take the iconic nature of this brand and anything that we want to build upon it very seriously,” Adam Borden, senior associate brand manager for Hershey’s Kisses told Mashable. “We spent over four years thinking about and developing Kisses Deluxe.”
Wrapped in gold foil, rather than the iconic silver, Hershey’s Deluxe Kisses outshine their diminutive counterparts in size and calories. The new chocolate confection boasts 43 calories each, nearly double that of the original Kiss, with 22 calories each.
“We spent a lot of time thinking about how we can take the iconic tradition of Kisses chocolate, which are a mainstay in the holidays, and really be able to take it to the next level,” Borden explains. “We felt that by doubling the size, you’d be able to say that much more.”
When news hit Twitter, people got pretty excited.
However, a few people have pointed out the similarity between the new Deluxe Kiss and Ferrero Rocher, another chocolate candy with a hazelnut center.
In 2013, Hershey’s released the Deluxe Kiss in Chinese markets. The candy was less sweet and creamier than other Hershey’s chocolate, an attempt by the company to fit with the taste preferences of Chinese consumers.
The only change from the Chinese version of the Deluxe candy and the one released in the U.S. is the replacement of wheat crisps with rice crisps. This will allow the candy to be marketed as gluten-free.
The Deluxe brand, which is being marketed as a holiday gift, will be sold through Valentine’s Day. The product will be available in a range of sizes, from small bags of three to a larger gift box of 75.