The range includes Hershey’s Kisses Birthday Cake Candies and Reese’s Peanut Butter Cup Miniatures Birthday Wands.
It has also launched versions of its major brands in large bags intended for birthday parties.
Birthday cake was a popular flavor at last year's Sweets and Snacks Expo in Chicago with brands such as Project7, DeMets' Flipz and Jelly Belly all showcasing birthday cake flavor variants. New York-based flavor house Virginia Dare has also highlighted birthday cake as an emerging flavor trend.
Market analysts IRI recently encouraged confectionery manufacturers to explore 'micro-holidays' sales opportunities outside the big four seasons: Halloween, Valentine's, Easter and Christmas.
Hershey's new range will be sold in dedicated displays at US Walmart stores. See product shots below:
Reese’s Peanut Butter Cup Miniatures Birthday Wands
2.79 oz. wands (SRP $1.98).
Hershey’s Kisses Multi-Colored Foil Candies
7 oz. bags (SRP $2.98).
Colors include pink, yellow, red, purple, green, blue and light blue
Reese’s Peanut Butter Cup Miniatures
11 oz. bags (SRP $3.54).
Kit Kat Miniatures
10 oz. bags (SRP $3.54).
Jolly Rancher Lollipops
9.64 oz. bags (SRP $2.98).
Other Hershey products in the range are: Hershey’s Kisses Birthday Milk Chocolates in 11 oz. bags for SRP $3.54; Reese’s Peanut Butter Cup Miniatures Assortment Bag in 36 oz. bags for SRP $9.98; and Hershey’s Miniatures Assortment 11 oz. and 36 oz. bags (11 oz. SRP $3.54; 36 oz. SRP $9.98).