Company to present new retail strategies for its iconic candy brands as shopper expectations change
HERSHEY, Pa., May 17, 2018 (GLOBE NEWSWIRE) — The Hershey Company (NYSE:HSY) will spotlight its iconic brands Hershey’s, Reese’s, Kit Kat and Ice Breakers as category leaders and retail sales drivers during the National Confectioner’s Association’s 2018 Sweets and Snacks Expo, May 22-24 in Chicago. Visitors to the booth (#1601) can sample these candy powerhouses while discovering a variety of product innovations, retail insights and shopper-driven retail strategies.
The company’s core confection brands have been driving category growth for decades. Hershey’s top five strategic brands1 account for 25 percent2 of all candy, mint and gum (CMG) sales, and grew more than 3 percent3 at retail last year. In fact, growth on these top five brands accounted for approximately 40%4 of total 2017 CMG category growth.
In addition to long-standing Hershey favorites, the company will feature its latest innovations, including Reese’s Outrageous and Hershey’s Gold, which are built on existing brand equity and bring excitement, trial and differentiation to the category.
“Our strength comes from the iconic brands people know, love and trust. At Sweets and Snacks Expo, we are providing deep insight into how our retail partners can deliver a seamless snacks shopping experience across their total retail footprint with our iconic brands as key anchors,” said Todd Tillemans, President, U.S., The Hershey Company.
As demand for Hershey’s iconic brands grows, the company is making significant capital investments across its U.S. manufacturing network. Hershey’s and Reese’s are two of only three brands over $1 billion5 in the CMG category, and Kit Kat is poised to become the company’s next billion-dollar brand. In total, Hershey is investing over $100 million across four U.S. plants to increase production capacity for its Hershey’s, Reese’s and Kit Kat brands.
The manufacturing expansion will also support delivery of Hershey’s innovation portfolio:
- Reese’s Outrageous, a new treat exploding with texture and flavor that features caramel and crunchy Reese’s Pieces candy surrounded by creamy peanut butter, and covered in smooth milk chocolate.
- Hershey’s Gold, a proprietary blend of caramelized crème with peanuts and pretzels in a crunchy crème bar.
- Hershey’s Waffle Layer Crunch Dulce de Leche Bar, and Hershey’s Waffle Layer Crunch Strawberry Bar. These latest additions to the Hershey’s Layer Crunch platform combine delicious Hershey’s Milk Chocolate with crispy waffle cone pieces and ice cream-inspired Dulce de Leche and Strawberry-Flavored Crème.
“We’ve set our sights on becoming an innovative snacking powerhouse, and that means focusing on the essential role our core candy brands play in the overall snacking category,” said Tillemans. “From that foundation we’re offering a variety of flexible options that appeal to retail partners and shoppers alike.”
The booth will also feature its Popped Snack Mix and Dipped Pretzels line as well as its barkThins and Krave brands.
Total Commerce Retail Insights
Visitors to the Sweets & Snacks Expo will have several opportunities to learn from Hershey’s insights and retail strategy teams.
Brian Kavanagh, Hershey’s Senior Director of Retail Evolution, will examine a model for winning in a total commerce world during his provocative seminar, “Bricks and Clicks Retail: From Enemies to Allies,” on Tuesday, May 22 at 1:00 p.m. in the Discovery Theater. Attendees will hear how Hershey thinks about creating a seamless snacks shopping experience however, wherever and whenever people shop.
Hershey will also officially launch its second ‘In a Shopper’s World’ Retail Report: Power of Search in a Shopper’s World. The report boldly redefines “search” and lays out four key ways that brands and retailers can attract, engage and convince people to shop their “total commerce ecosystem.”
Hershey’s booth will also feature experts, insights and strategies on the following topics:
- Center Store
- Pay Points
- Digital Commerce
For more information about Hershey’s commitment to growth, please visit thehersheycompany.com or stop by booth #1601 at NCA’s Sweets & Snacks Expo.
About The Hershey Company
The Hershey Company, headquartered in Hershey, Pa., is an industry leading snacks company known for bringing goodness to the world through its iconic brands, remarkable people and enduring commitment to help children in need. Hershey has approximately 18,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey’s, Reese’s, Kit Kat, Jolly Rancher, Ice Breakers and SkinnyPop.
For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through ‘Nourishing Minds,’ a global initiative that provides basic nutrition to help children learn and grow.
To learn more –
1Top 5 brands in order: Hershey’s (includes Kisses), Reese’s, Kit Kat, Ice Breakers, Twizzlers
2 Source: IRI MULO+C
3 Source: IRI Point of Sale data
4 Source: IRI MULO+C
5 Source: IRI MULO+C