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Hershey's New CEO Has Big Plans for Brands and Plans to Expand in Snack Category

Big changes are coming from the chocolate candy company

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The company led the confectionery market with a 31.2 percent share last year, and a 1.9-point lead on competitor Mars-Wrigley.

The Hershey Co., the confectioner behind some of America’s favorite candies, has some big changes ahead with the recent addition of Michele Buck as CEO.

According to Confectionery News, the company will focus on its top brands — Hershey’s, Reese’s, KitKat, Kisses, and Ice Breakers — which together create $5 billion in sales every year.

Hershey has begun to branch into the snack category with some of its current brands, as with the Reese’s and Hershey’s Snack Mixes. The company also plans to debut more snack products later in the year, with Hershey’s and Reese’s Crunchers and Hershey’s and Reese’s Popped Snack Mix slated for release in the second quarter.

The company says it also plans to play more into seasonal opportunities with an “Appreciations” line, which will include products geared toward occasions and holidays beyond Valentine’s Day and Halloween.


In addition, Buck says Hershey plans to include 'SmartLabel' QR codes on its products so consumers can have easier access to additional ingredient information.