The Hershey Company has added a new flavor to its Kisses line — and this one comes with a familiar crunchy taste. The Pennsylvania-based chocolate company teamed up with General Mills to launch Hershey’s Kisses Cinnamon Toast Crunch, a limited-edition candy now available at retailers across the U.S.
The new candy swaps out Hershey’s iconic milk chocolate for a white cream base mixed with cinnamon sugar and graham cracker crumbs. The goal is to mimic the sweet taste of Cinnamon Toast Crunch cereal in a bite-sized candy format. Because that’s apparently what people want.
According to the companies, the collaboration is designed to tap into consumers’ growing desire for unexpected snack combinations. A Hershey Company press release cited research that showed 75% of Gen Z and millennial shoppers are more likely to purchase novel flavor combinations — a trend that has fueled collaborations between candy, snack and cereal brands in recent years.
“Unexpected crossovers are on the rise, and we’ve introduced a Hershey’s Kisses flavor combination that no one had thought of before — but everyone wants to try,” said Katie DeCapria, senior brand manager at The Hershey Company.
General Mills also highlighted the appeal of combining two familiar products from different shelves.
“We’re always looking for ways to bring our iconic flavors to other places consumers love,” Brandon Tyrrell, marketing communications manager at General Mills, said in a statement provided to Food & Wine. “The new Hershey’s Kisses Cinnamon Toast Crunch candy is the perfect pairing.”
This isn’t the first time General Mills has expanded its cereal brand into other formats. In addition to cereal bars and snack bags, Cinnamon Toast Crunch has appeared in cookie mixes, yogurt, and even lip balm. For Hershey, it’s the latest in a series of seasonal and limited-edition Kisses varieties that range from pumpkin spice to birthday cake.
The new Cinnamon Toast Crunch flavored Kisses are sold in 9-ounce bags and are now available at major grocery and convenience stores nationwide. Prices vary by retailer, but a bag generally costs between $3 and $5.
The product is expected to stay on shelves for a while, but neither company has said how long it will be available. As with many seasonal or special edition foods, availability may vary by location and store inventory.
Those who want to try the new Kisses should check out their local grocery store or online retailer. FOMO is real, especially with the cinnamon-sugar coated variety. And, as always, limited-edition treats may not last long.
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