Hershey’s is testing a vegan chocolate bar made with oat milk. While some dark chocolate bars are naturally vegan, many are not, and of course milk chocolate is very rarely vegan. Some smaller companies, such as Pascha, have come out with high quality vegan milk chocolate bars, but this is the first time we’re aware of that a major brand has launched a vegan milk chocolate.
The new line of Hershey’s Oat Made bars will come in flavors such as Classic Dark and Extra Creamy Almond & Sea Salt with each oat milk-based bar clearly labeled vegan. The Oat Made line is part of a real-time marketing test Hershey’s is conducting and the new vegan chocolate bars will be available at very limited retailers, including select Target locations, nationwide starting this month and through June 2022, a Hershey’s spokesperson confirmed.
Hershey’s is working on producing more “Better for you” brands, including plant-based options, through both research and acquisition of new products. Its vegan chocolate bar is a part of this program. “We are the leader in US confection, and our consumers rely on us to understand their needs for everyday moments, seasons and special occasions, offering high-quality and great tasting candy that’s accessible for everyone,” Kristen Riggs, Chief Growth Officer at Hershey, said. “Expanding our expertise, building new capabilities, and delivering more choices in better-for-you confection is the next big category opportunity for us to lead.”
The new Hershey’s Oat Made chocolate bars are currently available online at Target, if you’d like to give them a try. Pascha chocolate is available at PCC Community Markets, Marlene’s Market, and some other natural food stores.