Hershey’s is Betting Big on Gold

Hershey's Gold is highlighted in an Ad Age feature story about the company expanding its snacking portfolio and CEO Michele Buck’s vision for Hershey's as a “snacking powerhouse.”

(Originally published on TheHersheyCompany.com)

The new issue of Ad Age includes an extensive feature on The Hershey Company (a DiversityInc Noteworthy Company) with an emphasis on our expanding snacking portfolio and the monumental introduction of Hershey’s Gold. There are three main focuses of the piece:

We’re serious about snacking. The article mentions our CEO Michele Buck’s vision for our company as a “snacking powerhouse,” notes how our acquisition of KRAVE got us into the growing jerky market and also points out how the planned acquisition of Amplify Snack Brands like SkinnyPop will further solidify our snack credentials.

We’re betting big on Gold. Our VP GM Chocolate Chuck Raup says it best: “This isn’t just a bar. This is a moment in time for our company where we really feel like this is the next big generation of bars for Hershey.” The author notes that the big marketing push for Hershey’s Gold begins this month and will be geared toward millennial and Hispanic audiences, both of which are key to growth.

We’re a great retail partner. The article ends with a nod to the ways in which we are engaging with consumers online and helping our retail customers sell wherever and however people shop. Todd Tillemans, President U.S., is optimistic about our approach to e-commerce: “We’re not intimidated at all,” he says.

Read the Ad Age article here.

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