During its Q1 earnings call, Hershey announced that it's launching Hershey's Simple Pleasures, positioned as being "smooth and creamy" with 30% less fat than the average leading chocolate.
The line, to hit shelves in June, will be offered in three varieties: milk chocolate, dark chocolate and vanilla creme.
Hershey hopes to break through traditional consumer resistance to lower-calorie/fat treats, as Nestle was able to do with last year's launch of a Skinny Cow ice cream brand, Ad Age noted.
Hershey is also continuing to roll out Jolly Rancher Crunch 'N Chew and launch Rolo Minis and Ice Breakers Duos.
The company's Q1 sales were $1.7 billion, versus $1.5 billion in same quarter 2011. Net income rose to $0.87 cents versus $0.70 year-ago. Hershey projected that net sales for the full fiscal year will rise by 7% to 9%.